Business To Business Marketing (Paperback, 3rd Edition)

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.

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