1st Edition

Business-to-Business Marketing How to Understand and Succeed in Business Marketing in an Emerging Africa

    318 Pages 33 B/W Illustrations
    by Productivity Press

    318 Pages 33 B/W Illustrations
    by Productivity Press

    318 Pages 33 B/W Illustrations
    by Productivity Press

    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

    Collectively the 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 and knowledge provide the needed background to uniquely integrate teaching and research with the realities of the African B-to-B market. Their command of and insight into the subject are unparalleled.






    Introduction and Learning Objectives

    What is Marketing?

    How is marketing done?



    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


    1.8.2. The Motor Industry Development Programme in South Africa.


    1.8.3. Evolution of the Tanzanian innovation ecosystem



    1.8.4. Business Relationships in an Enterprise Cluster of Informal Artisans in Ghana


    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


    2.8. Case and Exercise: Unitrans – getting your food to the dining table

    Part 2: Marketing and Purchasing 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/


    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




    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


    Part 3: Competitive Aspects of the Business-to-business Market


    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.


    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.


    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


    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



    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