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Business-to-Business Marketing: An African Perspective: How to Understand and Succeed in Business Marketing in an Emerging Africa is a comprehensive application of the most current research results, concepts and frameworks to the African business-to-business (B-to-B) context. The chapters are designed to provide the reader with a thorough analysis of b-to-b. Important aspects like competitive strategy in B-to-B, marketing mix strategies, relationship management and collaboration, business services, big data analysis, and emerging issues in B-to-B are discussed with African examples and cases. As a result, the book is easy to read and pedagogical. It is suitable for courses at universities and other tertiary levels, undergraduate and graduate courses, MBA and professional B-to-B marketing programmes. Working managers will find it a useful reference for practical insights and as a useful resource to develop and implement successful strategies.
The Authors
Collectively the four authors have over 60 years of teaching and research in B-to-B marketing and management in and outside Africa. They have the managerial and consulting experience that has enabled them to combine theory with practice. Their experience and knowledge provide the needed background to uniquely integrate teaching and research with the realities of the African B-to-B market. Their command of and insight into the subject are unparalleled.
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Richard Owusu, Robert Hinson, Ogechi Adeola, Nnamdi Oguji
Introduction. The Business-to-Business Market. The Business-to-Business Market. The Marketing Mix in the Business-to-Business Market. Relationships and Networks in the Business-to-Business Market. Strategy, Marketing and Purchasing in the Business-to-Business Market. Strategy in the Business-to-Business Market. Selling to Business Buyers. Buying from Business Sellers. Competitive Aspects of the Business-to-Business Market. Business Services. Sourcing and Outsourcing. Systems and Project Business. Managing Institutions, Governments and Non-Business Actors in Business Markets. Strategic Relationship Management in the Business-to-Business Market. Buyer-Seller Relationship in B2B Marketing I the African Context. Building Brand and Customer Loyalty in African B2B Context. Capacity Development in the African B2B Context. Developing Sales and Marketing Capability in African B2B Context. Emerging Issues in B2B Marketing. Emerging Issue in B2B Marketing.
