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Description

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.

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