ABSTRACT
This chapter provides insights into Business-to-Business (B2B) marketing in Africa and how a business organisation can leverage it for the performance of their firm and the economy at large. It discusses the meaning of B2B marketing, types and importance of business relationships, how to develop different types of business relationships and harness their potential in Africa, and communication methods in B2B relationships and contract designs in business relationships. Developing effective marketing programmes that fit the local and international market contexts requires an understanding of the different market segments available to the business organisation. Diverse stakeholders exist in the B2B market whose activities affect the outcome of relationship within the market. In the current business market, there is pressure on business organisations to improve efficiency if they are to become effective. The B2B marketing functions require more strategic dealings from organisations involved because the outcome is majorly in the business outputs and not the process.
