Business to Business Marketing 3e

Product Details:
Author(s):
Makhitha, M
Year Published:
2024
Edition
3rd
Type:
Print | Soft Cover
Language:
English
About this publication
Business-to-Business Marketing provides valuable insight into B2B marketing management, analysing B2B buying practises, supply chain management, selecting business customers and developing a B2B marketing strategy. It helps students and marketing practitioners to understand the unique demands of marketing to organisational customers.
This third edition of Business-to-Business Marketing provides South African universities offering modules in B2B marketing, a locally written and contextualised text which students will easily relate to. This book is about businesses marketing products and services to other businesses and covers concepts related to this environment. It provides readers with an understanding of what B2B marketing is, how it differs from B2C marketing and provides theoretical and practical discussions on various B2B concepts.
This 3rd edition of Business-to-Business Marketing provides students with a strong theoretical basis, but also utilise many applicable cases from a South African perspective.
The edition explores B2B issues such as:
The business-to-business marketing environments
Business-to-business buying
Business strategy and strategic marketing planning
Market research and competitor analysis
Segmenting business markets, choosing target markets and positioning products
Developing the product, service and value proposition
Innovation and competitiveness
Pricing in business-to-business marketing
Business development and planning
Business-to-business selling and managing customer relationships
Business-to-business branding – creating and fostering brand loyalty
Managing supply chains and channel relationships
Communicating with the business-to-business market
Business-to-Business Marketing is intended for undergraduate and post-graduate marketing diploma and degree students. Entrepreneurs, business and marketing executives, and business consultants may also find Business-to-Business Marketing beneficial, especially because of its South African focus.
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