how to understand and succeed in business marketing in an emerging Africa Owusu, Richard Afriyie creator author. Hinson, Robert Ebo author. Adeola, Ogechi author. Oguji, Nnamdi author. text bibliography flu 2021 First edition. monographic eng

print

xxxiii, 283 pages ; 26 cm. "Our world has changed, probably for good. Until now, the shift from brick-and-mortar to the smartphone has been about service, cost, and convenience. Now, it's also a matter of public health. How do we win this uncertain new game? How do we prosper in a digital world? In a cool, readable style Harnessing Digital Disruption: How Companies Win with Design Thinking, Agile, and Lean Startup tells the story of a major multi-national organization facing digital disruption and looming irrelevance. In a compelling novel format, the book demonstrates how to harness the power of digital technology, methods and thinking on the path to revival and prosperity. It illustrates the situations, characters, and blockers you'll likely face as you progress through your journey. The setting is Singapore and the heady world of international banking, but the prescription, methods and lessons apply equally to manufacturers, utilities, hospitals, insurers, and government agencies. You will learn how to Develop your Digital Transformation strategy and Innovation Portfolio Reform customer journeys, launch new digital offerings, and validate new beta businesses - Develop senior leader digital literacy, and understanding of growth leadership - De-risk your journey using a proven overall approach based on proven principles - Cultivate a network of pragmatic entrepreneurs practicing a structured scalable innovation process. This book offers clear and compelling guidance on what it takes to transform your organization for a digital world. Each chapter includes Study Questions to facilitate learning and discussion in workshop and classroom settings"-- Provided by publisher 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. Richard Afriyie Owusu, [and 3 others]. Includes bibliographical references and index. Industrial marketing Africa HF5415.1263 .H567 2021 658.8 Ow7b 9780367770884 CSPC 250917 20250918092146.0 eng