Business-to-Business Marketing

Richard Owusu, Robert Hinson, Ogechi Adeola, Nnamdi Oguji

"This book is a must-read for scholars and practitioners interested in gaining insightful state-of-the-art knowledge about the working dynamics of the b-to-b marketing environment in Africa. The continent of Africa is predominantly constructed as a consuming region, thus promoting an overly skewed consumer-centric marketing (b-to-c). Ironically, the enormous marketing opportunities for b-to-b marketing in Africa are buried beneath the dormant potentials of ‘Rising Africa’ market, which await empirical, context-specific and case-by-case exposé. Four African scholars and scholars in Africa’s b-to-b marketing used this book to break the iceberg! They masterfully domesticated extant b-to-b marketing theories within the African context and render b-to-b marketing discourse in authentic narratives, which significantly different it from what authors from other climes present. Indeed, the book serves as Africa's b-to-b marketing gold standard! I unreservedly recommend the book as reference material for b-to-b marketing in Africa both to scholars and managers."Prof Anayo D. Nkamnebe PhD, Professor of Marketing, Nnamdi Azikiwe University Nigeria. President, The Academy of Management Nigeria (TAMN)"I strongly recommend the book for b-to-b courses in the continent and about the continent and for consultants and managers in the b-to-b field. While it is based on an academic format, it is easy to read and understand. It is a book that managers can refer to for insight when formulating strategies and developing action plans. Consultants will find it a useful reference when preparing reports and lectures. Likewise, leaders of government institutions and non-governmental organisations should find the book very insightful for seeing their organisations through a marketing lens."Dr Kofi Q. Dadzie (Associate Professor), J.Mack Robinson College of Business, Georgia State University, Atlanta, USA. Immediate Past President, Academy of African Business and Development (AABD); Area Editor of Journal of Business and Industrial Marketing."I define a good nonfiction read, but it’s ability to coherently and expertly illustrate a particular concept with scrupulous attention to detail. Few books have satisfied this definition but this book is certainly on top! An underrated masterpiece, it is a must-read for those eagerly willing to delve further into the dynamics of the B-to-B marketing environment in Africa. Since it’s a concept constantly overshadowed by consumer-centric marketing (B-to-C), this book is a breath of fresh air for those willing to grasp the rising opportunities within the continents market. It masterfully elucidates each word exploring numerous theories and discourses, while providing lucid explanations for each sub-concept it dabbles in. I consider it a rare bout of luck that I stumbled upon such a treasure that could expertly unravel the secrets and hidden policies embedded deep within Africa’s B-B to marketing environment. Therefore, I deem it an excellent source of information and a perfect tutor for those yearning for a unique read that could possibly satisfy any question regarding the concept."Dr. Samanjith Udumalagala, Apex Chief Operating Officer, Jospong Group of Companies

• Introduction. The Business-to-Business Market. The Business-to-Business Market. The Marketing Mix in the Business-to-Business Market. Relationships and Networks in the Business-to-Business Market. Strategy, Marketing and Purchasing in the Business-to-Business Market. Strategy in the Business-to-Business Market. Selling to Business Buyers. Buying from Business Sellers. Competitive Aspects of the Business-to-Business Market. Business Services. Sourcing and Outsourcing. Systems and Project Business. Managing Institutions, Governments and Non-Business Actors in Business Markets. Strategic Relationship Management in the Business-to-Business Market. Buyer-Seller Relationship in B2B Marketing I the African Context. Building Brand and Customer Loyalty in African B2B Context. Capacity Development in the African B2B Context. Developing Sales and Marketing Capability in African B2B Context. Emerging Issues in B2B Marketing. Emerging Issue in B2B Marketing.