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.





part 1|53 pages

Characte Ristics of the Business-to-Business Market

chapter 1|27 pages

The Business-to-Business Market

part 2|48 pages

Marketing And Purchasing in the Business-To-Business Market

chapter 4|15 pages

Selling to Business Buyers

chapter 5|14 pages

Buying from Business Sellers

part 3|77 pages

Competitive Aspects of the Business-To-Business Market

part 4|50 pages

Strategic Alliances and Collaborati Verelation Ships Management in the Business-To-Business Market

part 5|28 pages

Capacity Development in the African Businessto-Business Context

part 6|16 pages

Emerging Issues in Business-To-Business Marketing

chapter |6 pages