[Autom. eng. transl.] The chapter develops a detailed and articulated analysis of the business customer and his purchasing behavior in business markets. The concentration that often characterizes the latter means that few customers very often represent a considerable portion of turnover for the supplier company. It is therefore necessary that the supplier pays attention to the individual customer and equip himself with an approach and analytical tools capable of grasping all the possible elements useful to understand the reasons for purchase and his expectations, as well as to intercept who actually competes, through his organizational role, in the decision-making process of purchase and how the latter is articulated.
|Translated title of the contribution||[Autom. eng. transl.] Purchases and business customers|
|Title of host publication||BtoB marketing. Il business marketing tra teoria e managerialità|
|Editors||Perna A. Gregori G.L.|
|Number of pages||17|
|Publication status||Published - 2019|
- Cliente Business
- Gestione fornitori