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

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

Biography

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