TY - BOOK
T1 - Business-to-Business Marketing
T2 - How to Understand and Succeed in Business Marketing in an Emerging Africa
AU - Owusu, Richard Afriyie
AU - Hinson, Robert Ebo
AU - Adeola, Ogechi
AU - Oguji, Nnamdi
N1 - Publisher Copyright:
© All rights reserved.
PY - 2021/5/26
Y1 - 2021/5/26
N2 - 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. 2021 Richard Afriyie Owusu, Robert Ebo Hinson, Ogechi Adeola, and Nnamdi Oguji.
AB - 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. 2021 Richard Afriyie Owusu, Robert Ebo Hinson, Ogechi Adeola, and Nnamdi Oguji.
UR - http://www.scopus.com/inward/record.url?scp=85112227658&partnerID=8YFLogxK
U2 - 10.4324/9780429259777
DO - 10.4324/9780429259777
M3 - Book
AN - SCOPUS:85112227658
SN - 9780367201470
BT - Business-to-Business Marketing
PB - Taylor and Francis
ER -