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

[Autom. eng. transl.] The manual illustrates the processes of analysis, formulation and delivery of value to customers represented by other organizations and is divided into 4 parts: the first two describe the characteristics of the markets and the purchasing behavior of business customers, as well as the complexity of the relationships of business between customers and suppliers in such markets, often characterized by concentration, small numbers, networks and complex interdependencies. In the third part, the discussion focuses on the formulation of the market strategy and marketing intelligence activities aimed at segmentation, targeting and positioning. The topics of the last part of the volume are the definition and innovation of the value offering for the customer, sales strategies from a multi- and omni-channel perspective, as well as, finally, communication strategies through the use of traditional and online channels. Particular attention is paid to the role of digital technologies in the process of acquiring new business customers and in market strategies.