I processi di Valore nel marketing

[Autom. eng. transl.] Shifting attention from a structural view of the contents of the relations to one based on value processes, leads to a gradual approach between the notion of the own value of industrial markets and that of consumer markets. Some authors even went so far as to state that there is no substantial difference between the two areas, since all market players, be they companies or consumers, do the same thing, or co-create value through the integration of resources and exchange of mutual benefits. In this chapter we will try to integrate the notion of own value of consumer markets with that of industrial markets. In fact, although they are different areas, they still form part of the same value processes.