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.
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