UID:
almahu_9949386964902882
Umfang:
1 online resource
ISBN:
0429535414
,
9780429535413
,
0429259778
,
9780429259777
,
0429521944
,
9780429550119
,
0429550111
,
9780429521942
Inhalt:
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. The Authors Collectivelythe four authors have over 60 years of teaching and research in B-to-B marketing and management in and outside Africa. They have the managerial and consulting experience that has enabled them to combine theory with practice. Their experience andknowledge provide the needed background to uniquely integrate teaching and research with the realities of the African B-to-B market. Theircommand ofand insight into the subject are unparalleled.
Anmerkung:
〈B〉〈P〉〈/B〉〈B〉INTRODUCTION TO THE BOOK 〈/B〉〈I〉〈P〉〈/I〉〈B〉〈I〉Introduction and Learning Objectives〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉What is Marketing?〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉How is marketing done?〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉Conclusion〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉References〈/B〉 〈/I〉〈/P〉〈B〉〈P〉〈/B〉〈B〉Part 1: Characteristics of the business-to-business market 〈/B〉〈/P〉〈B〉〈P〉〈/B〉〈B〉Chapter 1: The business-to-business market 〈/B〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉1.1.〈/B〉〈/I〉 〈B〉〈I〉What is business-to-business marketing?〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉1.1.1.〈/B〉〈/I〉 〈B〉〈I〉What are the key components of business-to-business marketing?〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉1.1.2.〈/B〉〈/I〉 〈B〉〈I〉Marketing mix factors in business-to-business marketing〈/B〉 〈/I〉*〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉1.1.3.〈/B〉〈/I〉 〈B〉〈I〉The marketing philosophies/concepts in the business-to-business marketing context〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉1.2.〈/B〉〈/I〉 〈B〉〈I〉Parties in the business-to-business market〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉1.3.〈/B〉〈/I〉 〈B〉〈I〉Functions or Types of business-to-business Producers〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉1.4.〈/B〉〈/I〉 〈B〉〈I〉Similarities and differences between business marketing and consumer marketing〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉1.5 Conclusion〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉References〈/B〉 〈/I〉*〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉1.7. Case Study: Crispy Kreme of South Africa: A b-to-b or b-to-c company?〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉1.8. Insights into some African business markets: Kenya, South Africa, Tanzania, and Ghana.〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉1.8.1. Kenya's b-to-b market -- Examining the tourism sector〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉References〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉1.8.2. The Motor Industry Development Programme in South Africa.〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉References〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉1.8.3. Evolution of the Tanzanian innovation ecosystem〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉Conclusion〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉References〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉1.8.4. Business Relationships in an Enterprise Cluster of Informal Artisans in Ghana〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉References〈/B〉 〈/I〉〈/P〉〈B〉〈P〉〈/B〉〈B〉Chapter 2: Strategy in the business-to-business market 〈/B〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉2.1. Strategy for the business-to-business market〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉2.2. Formulating Strategy in B-to-B〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉2.3. Strategy in Micro, Small and Medium-sized Enterprises; and Entrepreneurial Companies〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉2.4. Contents of Business-to-business Strategy〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉2.5. Segmentation, Targeting and Positioning (STP) in B-to-B〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉2.6. Modes of Collaboration and Competition in Business-to-Business Markets〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉2.7. Conclusion〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉References〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉2.8. Case and Exercise: Unitrans -- getting your food to the dining table〈/B〉 〈/I〉〈/P〉〈B〉〈P〉〈/B〉〈B〉Part 2: Marketing and Purchasing in the Business-to-business Market 〈/B〉〈/P〉〈B〉〈P〉〈/B〉〈B〉CHAPTER 3:THE MARKETING MIX IN THE BUSINESS-TO-BUSINESS MARKET 〈/B〉〈/P〉〈B〉〈P〉〈/B〉〈B〉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/ 〈/B〉〈/P〉〈B〉〈P〉〈/B〉〈B〉CHAPTER 4: SELLING TO BUSINESS BUYERS 〈/B〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉4.1.〈/B〉〈/I〉 〈B〉〈I〉B-TO-B Buyers〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉4.2.〈/B〉〈/I〉 〈B〉〈I〉Participants in the B-TO-B buying decision-making〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉4.3.〈/B〉〈/I〉 〈B〉〈I〉B-TO-B buying situations〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉4.4.〈/B〉〈/I〉 〈B〉〈I〉Modes of B-TO-B Buying〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉4.5.〈/B〉〈/I〉 〈B〉〈I〉B-TO-B buying decision-making process〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉4.6.〈/B〉〈/I〉 〈B〉〈I〉Determinants of B-TO-B buying behaviour〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉4.7.〈/B〉〈/I〉 〈B〉〈I〉B-TO-B Buying Techniques〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉4.8.〈/B〉〈/I〉 〈B〉〈I〉B-TO-B selling strategies〈/B〉 〈/I〉〈/P〉〈P〉〈I〉Customer-oriented selling strategy〈/I〉 〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉4.9.〈/B〉〈/I〉 〈B〉〈I〉Conclusion〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉References〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉4.10.〈/B〉〈/I〉 〈B〉〈I〉CASE AND EXERCISE〈/B〉 〈/I〉〈/P〉〈B〉〈P〉〈/B〉〈B〉CHAPTER 5: BUYING FROM BUSINESS SELLERS 〈/B〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉5.1.〈/B〉〈/I〉 〈B〉〈I〉Nature of business-to-business (B-TO-B) selling〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉5.2.〈/B〉〈/I〉 〈B〉〈I〉B-TO-B Sellers〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉5.3.〈/B〉〈/I〉 〈B〉〈I〉Principles of B-TO-B selling〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉5.4.〈/B〉〈/I〉 〈B〉〈I〉B-TO-B selling process〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉5.5.〈/B〉〈/I〉 〈B〉〈I〉B-TO-B Selling Techniques〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉5.6.〈/B〉〈/I〉 〈B〉〈I〉Conclusion〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉5.7.〈/B〉〈/I〉 〈B〉〈I〉CASE STUDY: THE GREAT GHANA BANK (GGB)〈/B〉 〈/I〉〈/P〉〈B〉〈P〉〈/B〉〈B〉Part 3: Competitive Aspects of the Business-to-business Market 〈/B〉〈/P〉〈B〉〈P〉〈/B〉〈B〉CHAPTER 6: BUSINESS-TO-BUSINESS SERVICE DELIVERY 〈/B〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉6.1. B-TO-B Service concept〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉6.2. B-TO-B service industry〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉6.3. Characteristics of B-TO-B services〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉6.4. B-TO-B service quality models〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉6.5. The relevance of B-TO-B service quality improvement〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉6.6. Case Study: Delighting the b-to-b service recipient -- the value of the basics〈/B〉. 〈/I〉〈/P〉〈B〉〈P〉〈/B〉〈B〉CHAPTER 7: BUSINESS-TO-BUSINESS SOURCING AND OUTSOURCING 〈/B〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉7.1. Why source and outsource?〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉7.2. The Scope of Sourcing〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉7.3. The future of global outsourcing〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉7.4. Why do businesses outsource?〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉7.5. Why has Africa not succeeded in becoming an outsourcing hub?〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉7.5. Conclusion〈/B〉 〈/I〉〈/P〉〈I〉〈P〉〈/I〉〈B〉〈I〉7.6. Case Study〈/B〉 〈/I〉〈/P〉〈B〉〈P〉〈/B〉〈B〉Chapter 8: Systems and Project Business 〈/B〉〈
Weitere Ausg.:
Print version: ISBN 9780367201470
Sprache:
Englisch
Schlagwort(e):
Electronic books.
DOI:
10.4324/9780429259777
URL:
https://www.taylorfrancis.com/books/9780429259777
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