Business-to-business marketing: how to understand and succeed in business marketing in an emerging Africa / Richard Afriyie Owusu, [and 3 others].

Includes bibliographical references and index.

Section 1. Characteristics of the business-to-business market -- The business-to-business market -- Strategy in the business-to-business market -- Section 2. Marketing and purchasing in the business-to-business market -- The marketing mix in the business-to-business market -- Selling to business buyers -- Buying from business sellers -- Section 3. Competitive aspects of the business-to-business market -- Business-to-business service delivery -- Business-to-business sourcing and outsourcing -- Systems and project business -- Managing business with governments, institutions and non-business actors -- Section 4. Strategic alliances and collaborative relationships management in the business-to-business market -- Strategic alliance relationships and performance in the business-to-business market -- Buyer-seller relationship in business-to-business (B2B) marketing in the African context -- Building brand and customer loyalty in an African business-to-business context -- Section 5. Capacity development in the African business-to-business context -- Developing sales and marketing capability in African B2B context -- Section 6. Emerging issues in business-to-business marketing -- Emerging issues in business-to-business marketing.

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