ABSTRACT
This chapter defines marketing and business-to-business (B2B) marketing, and discussed their evolution and characteristics as science and practice. It discusses broadly how business marketing managers can apply strategy, competition and relationship management models in their business. The word “strategy” is common in everyday language, where people talk about their strategy in different situations. A strategy is a comprehensive long-term set of plans for achieving specified aims of a company. A strategy provides unifying themes for all parts of a company to achieve set objectives. It is essential to differentiate between plans, tactics and strategy. Plans are input into strategy or parts of a strategy; planning is activities in the process of developing strategy. The strategy of Dankwa Telecom might be formulated as “Achieving Market Leadership of the African Telecom market by 2050”. Competition, the business environment and the strategies of institutional actors are very much beyond the control of the company.
