Business-to-Business Marketing How to Understand and Succeed in Business Marketing in an Emerging Africa
Business-to-Business Marketing: An African Perspective: How to Understand and Succeed in Business Marketing in an Emerging Africais 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.
Date de parution : 01-2023
17.8x25.4 cm
Date de parution : 05-2021
17.8x25.4 cm
Thèmes de Business-to-Business Marketing :
Mots-clés :
B2B Selling; Relationship management; B2B Market; Marketing mix strategies; B2B Relationships; Big data analysis; B2B Companies; Business marketing; B2B Firms; Africa; B2B Buyers; B2B Context; Vice Versa; B2B Customers; Key Account Managers; Group Ceo; Supplier Buyer Relationships; Enhance Customer Engagement; B2B Service; Non-business Actors; Business Process; B2B Actors; Servitisation Strategy; B2B Transactions; Business Ecosystem; B2B Organisations; Strategic Sales Organisation; MIDP; Key Account; Turnkey Project