AIMS: Advanced Industrial Marketing Strategy has been condensed into five intensive days in order to meet the needs of busy business–to–business marketing executives. By providing participants with the right balance between content and practice, the programme helps them tackle their industrial or B2B marketing challenges. High risk, large transactions, diverse channels, multiple stakeholders, tough negotiations, strategic alliances, intensive relationship building... the challenges of B2B marketing could not be more complex. And they are changing all the time. To meet the complex, rapidly changing demands of the industrial or B2B environment, marketing executives need a thorough understanding of how a range of issues – from segmentation to pricing to customer relationships – interconnect and can increase efficiency and improve performance. AIMS is specifically designed to meet the needs of busy B2B marketing executives, each with their own combination of challenges.