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Business-to-Business Marketing

The publication 'Business-to-Business Marketing' is the first B2B marketing book in South Africa, authored by local academics, aimed at providing relatable content for South African students. It covers essential concepts of B2B marketing, including management, buying practices, and strategy development, while offering theoretical insights and case studies. The book serves as a comprehensive resource for understanding the distinctions between B2B and B2C marketing.

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klaasthabiso52
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888 views2 pages

Business-to-Business Marketing

The publication 'Business-to-Business Marketing' is the first B2B marketing book in South Africa, authored by local academics, aimed at providing relatable content for South African students. It covers essential concepts of B2B marketing, including management, buying practices, and strategy development, while offering theoretical insights and case studies. The book serves as a comprehensive resource for understanding the distinctions between B2B and B2C marketing.

Uploaded by

klaasthabiso52
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Business-to-Business

Marketing
Edition: 1st Edition
Publication date: 2016
Author/Editors: Makita, M Cant, M Theron, D
eISBN: 9781485124771
Format: eBook
Number of Pages: 352
Retail price: R494.00 (incl. VAT)
Website Link: juta.co.za/pdf/24748/

About this Publication:

Business-to-business marketing is the first B2B marketing book in South Africa written by local
academics. Its content therefore includes material to which South African students of B2B
marketing can relate more easily.

This book is about businesses marketing their products and services to other businesses and
covers concepts related to this environment. It gives valuable insights into business-to-business
marketing management, as well as analysing B2B buying practices, supply chain management,
the selection of business customers and the development of a B2B marketing strategy. It
provides readers with an understanding of what B2B marketing is and how it differs from
business-to-consumer (B2C) marketing. The book has a strong theoretical basis, while also
exploring many case studies from a South African perspective.
Contents Include:

Introduction to Business-to-Business Marketing


Business-to-Business Environment: Customers, Organizations, and Markets
Organizational Buying and Buyer Behaviour
The Legal and Regulatory Environment
Concepts and Context of Business Strategy
Market Research and Competitive Analysis
Segmenting, Targeting, and Positioning
Developing the Product, Service, and Value of the Offering
Innovation and Competitiveness
Pricing in Business-to-Business Marketing
Business Development and Planning
Business-to-Business Selling Developing and Managing the Customer Relationship
Business-to-Business Branding Creating and Fostering the Brand
Channel Relationships and Supply Chains
Communicating with the Market
Business Ethics and Crisis Management Case Studies

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