Business-to-Business Marketing : How to Understand and Succeed in Business Marketing in an Emerging Africa (Hardcover)

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 8.1. What are Systems and Project Business? 8.1.1. Systems Business 8.1.2. Project Business 8.2. The nature and role of relationships and networks in systems and project business 8.3. B-to-B Opportunities for Suppliers, sub-Contractors, Consultants, and Financiers 8.4. The Project Business Process 8.5. The relationship between project management and project business 8.6. Risks and project business strategy 8.7. Success factors for systems and project business in Africa 8.8 Conclusion 8.9. Case and Exercise References (Main Text) References (Case) Chapter 9: Managing Business with Governments, Institutions, and Non-business actors 9.1. What are Institutions? 9.1.1. Roles of Institutions in the African business-to-business market 9.1.2. Non-profit / idealistic / administrative / social objectives 9.1.3. How should b-to-b companies manage the idealistic/administrative/social objectives of Institutions? 9.1.4. Marketing and management interactions and relationships with institutions 9.1.5. How should b-to-b companies manage marketing and management interactions and relationships with institutions? 9.2. International Institutions and non-Business Actors in African Business-to-business Markets 9.3. Non-governmental organisations (NGOs) 9.3.1. Non-profit / Idealistic objectives 9.3.2. How should b-to-b companies manage the idealistic component of non-governmental organisations? 9.3.3. Marketing and management interactions and activities of non-governmental organisations 9.3.4. How should b-to-b companies manage the marketing and management interactions and relationships with non-governmental organisations? 9.4. Conclusion 9.5. Case and Exercise: How to improve public purchasing and save money for the government? The case of Ghana’s National Procurement Policy. CONCLUSION References (Chapter) References (Case) Part 4: Strategic Alliances and Collaborative Relationships Management in the 10.2 Partner Selection for Joint Ventures and Partial Acquisitions 10.3 Key Success factors for Joint Ventures and Partial Acquisition Chapter 11: Buyer-Seller Relationship in Business-to-business (B-to-B) Marketing in the 11.1. Introduction 11.2. Understanding the Business to Business Market 11.3 Types and Importance of Alliances in the Business-to-Business (B-to-B) Market 11.4 Importance of b-to-b relationships 11.5. The Role of Decision Makers in B-to-B Context. 11.6. How to develop different types of a valuable business relationship 11.7. Initiating and Influencing Buyer-Seller Relationship in Business-to-Business Markets 11.8. Performance of Non-Equity Alliance in Africa 11.9. Communication methods in business relationships 11.11 Conclusion Case and Exercise 12.1. Introduction 12.2. Brand Positioning Strategies 12.3. Harnessing social media and internet platforms for brand and customer loyalty 12.5. Customer Relationship Management (CRM): A tool for building customer loyalty Part 5: Capacity Development in the African Business-to-business Context Chapter 13: Developing Sales and Marketing Capability in African B-TO-B Context 13.1. Developing a Sales Organisation and a Sales Process 13.2. Developing a Strategic Sales Organization 13.3. Developing a Sales Organisation and a Sales Process 13.4. KAM Business Case 13.2. Developing a Sales Process 13.3. Engaging the Key Account Personnel CASE STUDY Part 6: Emerging Issues in Business-to-business Marketing Chapter 14: Emerging Issues in Business-to-Business Marketing 14.1. The impact of globalisation on B-TO-B and how companies are responding 14.2. Transitioning to Servitization and Servitization strategies in business-to-business 14.3. How Digitalization and Artificial Intelligence are transforming business-to-business marketing CONCLUSION