Business-to-Business Marketing: How to Understand and Succeed in Business Marketing in an Emerging Africa
- ISBN-10
- 0429535414
- ISBN-13
- 9780429535413
- Series
- Business-to-Business Marketing
- Category
- Business & Economics
- Pages
- 318
- Language
- English
- Published
- 2021-05-26
- Publisher
- CRC Press
- Authors
- Ogechi Adeola, Richard Afriyie Owusu, Robert Hinson
Description
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.
Get the book
Other editions
-
- 2016-02-01
- 232 pages
- Ebook
- Penguin Random House South Africa
Similar books
-
Business-to-Business Marketing
By Ross Brennan, Louise Canning, Raymond McDowellThis volume examines views that argue business to business marketing is simply a variant of consumer marketing or is only concerned with inter-organizational relationship management.
-
Business to Business Marketing Management: A Global Perspective
By Alan Zimmerman, Jim BlytheGeoffrey Moore (1995) introduced the idea of the technology adoption lifecycle. Here, he showed that in the early stages of a market, technology enthusiasts and visionaries are willing to accept new technologies enthusiastically.
-
Business to Business Marketing Management: A Global Perspective
By Alan Zimmerman, Jim BlytheMore selective, shorter, and easier to read than other B2B textbooks, this is ideal for introduction to B2B and shorter courses.
-
Business-to-business Marketing: A Step-by-step Guide
By Ray WrightThis text provides an overview of business-to-business marketing.
-
Business to Business Marketing: A Value-driven Approach
By Biemans, Wim G. BiemansWim G. Biemans draws from more than two decades' experience teaching students and training marketing executives, firmly rooting all the concepts in real business contexts to create a fresh and engaging introductory text.
-
Handbook of Business-to-Business Marketing
By Gary L., Petersen, StefanKotler, Philip, Waldemar Pfoertsch, and Uwe Sponholz (2020), H2H Marketing: The Genesis of Human-to-Human Marketing, 1st edn, Springer. Lang, Nikolaus, Konrad von Szczepanski, and Charline Wurzer (2019), “The Emerging Art of Ecosystem ...
-
Business to Business Marketing: Relationships, Networks and Strategies
By Nick EllisThe book provides a comprehensive introduction to the main theoretical and managerial issues of B2B marketing.
-
B2B Marketing: A Radically Different Approach for Business-to-business Marketers
By Steve MinettHere, for the first time, is a definitive guide to B2B marketing to help you adopt a more targeted approach to getting better results with business customers. B2B marketing requires...
-
Business-to-business Market Research
By Martin P. Block, Tamara Brezen Block, Tamara S. BlockThe Business-to-Business Research Landscape -- Managing Business-to-Business Market Research -- Secondary Sources of Information -- Marketing Databases -- Analytical Tools -- Designing Survey Research -- Fielding Survey Research -- ...
-
Fundamentals of Business-to-Business Marketing: Mastering Business Markets
By Ian Wilkinson, Michael Kleinaltenkamp, Wulff PlinkeThe book sets the stage for developing marketing programs for business markets in their different facets.