Business‐to‐business marketing practices in West Africa, Argentina and the United States

Kofi Q. Dadzie · Wesley James Johnston · Jaqueline Pels

30 citations0/0 files storedJournal of Business and Industrial Marketing

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Marketing and Advertising Strategies International Business and FDI Customer Service Quality and Loyalty

Abstract

Purpose – This study aims to examine the nature of business‐to‐business marketing practices in two West African nations, Ghana and Ivory Coast, and compare them with marketing practices in another emerging market economy (Argentina) and a developed economy (the USA).

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References

1994The Commitment-Trust Theory of Relationship Marketing 2000STRATEGY IN EMERGING ECONOMIES.1995Relationship Marketing of Services--Growing Interest, Emerging Perspectives 1992The Changing Role of Marketing in the Corporation 2002Serving the world's poor, profitably.1999Commercial Friendships: Service Provider-Client Relationships in Context 1998New Strategies in Emerging Markets 1978A Service‐Orientated Approach to Marketing of Services

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