ABSTRACT
Marketing has existed since the dawn of humanity, as it is a social activity of exchange. The business world has become more innovative; economies have grown; new communication and analytical technologies and methodologies have been developed; globalisation has expanded. In the past two decades, African institutions and businesses have built foundations for the emergence of African markets. Digitalisation is bringing new challenges and opportunities to B2B marketing. The debt crisis will affect the availability of international credit facilities, exchange rates and the ability of governments to support. Over-indebted countries will lose the ability to bring in foreign financial investments that will enable African industries to invest in innovation and equipment. Global competition is growing from developed and other emerging markets, which reduces the low-cost advantages of African B2B companies and demands innovative strategies to survive.
