Business-to-Business Marketing by Richard Owusu, Robert Hinso... - 9780367770884

Business-to-Business MarketingHow to Understand and Succeed in Business Marketing in an Emerging Africa\nAuthor(s): Richard Owusu, Robert Hinson, Ogechi Adeola, Nnamdi Oguji\nFormat: Paperback\nPublisher: Taylor & Francis Ltd, United Kingdom\nImprint: CRC Press\nISBN-13: 9780367770884, 978-0367770884\nSynopsis\nBusiness-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.