Business-to-Business Marketing

Product Details:
Author(s):
Cant, MC and
Makhitha, K
Year Published:
2021
Edition
2nd Edition
Type:
Print | Soft Cover
Language:
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.
Key Features and Benefits
Focussed learning outcomes
Locally relevant case studies
Summaries
Self-assessment 
Updates to this Edition 
Chapters have been updated to reflect the current marketing environment
Discusses industry best-practices
New case studies reflect the current trends and issues in B2B marketing
Support Material
MCQs
Case Studies
Powerpoint slides
Content
Chapter 1: Introduction to Business-to-Business marketing
Chapter 2: Business-to-business buying
Chapter 3: Concepts and context of business strategy
Chapter 4: Marketing research and competitive analysis
Chapter 5: Segmenting business markets, choosing target markets and positioning products
Chapter 6: Developing and managing business-to-business products
Chapter 7: Innovation and competitiveness
Chapter 8: Pricing in business-to-business marketing
Chapter 9: Business development and planning
Chapter 10: Business-to-Business selling and managing customer
Chapter 11: Business-to-business branding: creating and fostering the brand
Chapter 12: Supply chains and channel relationships
Chapter 13: Communicating with the business-to-business market
Interest / Benefit to
 Undergraduate and Postgraduate marketing students
Diploma and short course students in B2B Marketing
Entrepreneurs, business and marketing executives as well as business consultants