Marketing B2B. Capire e gestire le reti e le relazioni tra imprese.

[Autom. eng. transl.] Business-to-business marketing is represented by the set of analysis, formulation and value delivery processes to customers represented by other organizations. This volume provides interpretative tools useful for understanding and managing this type of market, consisting of small numbers, concentration, complex exchange relationships, networks and interdependencies. To this end, the text combines the offer of conceptual and methodological tools with the presentation of concrete cases and examples and is characterized by the following characteristics: the development of a customer-based approach to B2B marketing, detailed and in-depth analysis of the business customer's buying behavior, attention to the relational dimension of the exchange between customer and supplier and to the reticular nature of the markets, the process vision of marketing in companies, the analysis of the main changes taking place due to new technologies.