Business-to-business marketing : an African perspective : how to understand and succeed in business marketing in an emerging Africa

Richard Afriyie Owusu, Robert Hinson, Ogechi Adeola, Nnamdi Oguji

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: Unitrans -- getting your food to the dining table Part 2: Marketing and Purchasing in the Business-to-business Market CHAPTER 3:THE MARKETING MIX IN THE BUSINESS-TO-BUSINESS MARKET Murphy, D. (2007, April 6). B-TO-B vs B2C Marketing -- Similar but Different. Retrieved from https://masterful-marketing.com/marketing-B-to-B-vs-b2c/ CHAPTER 4: SELLING TO BUSINESS BUYERS 4.1. B-TO-B Buyers 4.2. Participants in the B-TO-B buying decision-making 4.3. B-TO-B buying situations 4.4. Modes of B-TO-B Buying 4.5. B-TO-B buying decision-making process 4.6. Determinants of B-TO-B buying behaviour 4.7. B-TO-B Buying Techniques 4.8. B-TO-B selling strategies Customer-oriented selling strategy 4.9. Conclusion References 4.10. CASE AND EXERCISE CHAPTER 5: BUYING FROM BUSINESS SELLERS 5.1. Nature of business-to-business (B-TO-B) selling 5.2. B-TO-B Sellers 5.3. Principles of B-TO-B selling 5.4. B-TO-B selling process 5.5. B-TO-B Selling Techniques 5.6. Conclusion 5.7. CASE STUDY: THE GREAT GHANA BANK (GGB) Part 3: Competitive Aspects of the Business-to-business Market CHAPTER 6: BUSINESS-TO-BUSINESS SERVICE DELIVERY 6.1. B-TO-B Service concept 6.2. B-TO-B service industry 6.3. Characteristics of B-TO-B services 6.4. B-TO-B service quality models 6.5. The relevance of B-TO-B service quality improvement 6.6. Case Study: Delighting the b-to-b service recipient -- the value of the basics. CHAPTER 7: BUSINESS-TO-BUSINESS SOURCING AND OUTSOURCING 7.1. Why source and outsource? 7.2. The Scope of Sourcing 7.3. The future of global outsourcing 7.4. Why do businesses outsource? 7.5. Why has Africa not succeeded in becoming an outsourcing hub? 7.5. Conclusion 7.6. Case Study Chapter 8: Systems and Project Business </

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Year of publication:	2021
Authors:	Owusu, Richard ; Hinson, Robert ; Adeola, Ogechi ; Oguji, Nnamdi
Publisher:	New York : Productivity Press,
Subject:	Afrika \| Africa \| B-to-B-Marketing \| Business-to-business marketing \| Lieferantenmanagement \| Supplier relationship management \| Marketing \| Marketingmanagement \| Marketing management

Extent:	1 online resource
Type of publication:	Book / Working Paper
Language:	English
ISBN:	0-429-53541-4 ; 978-0-429-53541-3 ; 0-429-25977-8 ; 978-0-429-25977-7 ; 978-0-429-52194-2 ; 0-429-52194-4 ; 978-0-429-55011-9 ; 0-429-55011-1
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10013182990