Business-to-Business Marketing

图书简介

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 AuthorsCollectively

INTRODUCTION TO THE BOOK Introduction and Learning Objectives What is Marketing? How is marketing done? Conclusion References Part 1: Characteristics of the business-to-business market Chapter 1: The business-to-business market 1.1. What is business-to-business marketing? 1.1.1. What are the key components of business-to-business marketing? 1.1.2. Marketing mix factors in business-to-business marketing * 1.1.3. The marketing philosophies/concepts in the business-to-business marketing context 1.2. Parties in the business-to-business market 1.3. Functions or Types of business-to-business Producers 1.4. Similarities and differences between business marketing and consumer marketing 1.5 Conclusion References * 1.7. Case Study: Crispy Kreme of South Africa: A b-to-b or b-to-c company? 1.8. Insights into some African business markets: Kenya, South Africa, Tanzania, and Ghana. 1.8.1. Kenya’s b-to-b market - Examining the tourism sector References 1.8.2. The Motor Industry Development Programme in South Africa. References 1.8.3. Evolution of the Tanzanian innovation ecosystem Conclusion References 1.8.4. Business Relationships in an Enterprise Cluster of Informal Artisans in Ghana References Chapter 2: Strategy in the business-to-business market 2.1. Strategy for the business-to-business market 2.2. Formulating Strategy in B-to-B 2.3. Strategy in Micro, Small and Medium-sized Enterprises; and Entrepreneurial Companies 2.4. Contents of Business-to-business Strategy 2.5. Segmentation, Targeting and Positioning (STP) in B-to-B 2.6. Modes of Collaboration and Competition in Business-to-Business Markets 2.7. Conclusion References 2.8. Case and Exercise

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Business-to-Business Marketing 企业对企业营销：如何理解新兴非洲的商业营销并取得成功 商业经济学

Business-to-Business Marketing

企业对企业营销：如何理解新兴非洲的商业营销并取得成功
商业经济学