Abstract
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.
| Original language | English |
|---|---|
| Publisher | Taylor and Francis |
| Number of pages | 319 |
| ISBN (Electronic) | 9781000379075 |
| ISBN (Print) | 9780367648527 |
| DOIs | |
| Publication status | Published - 26 May 2021 |
| Externally published | Yes |