Marketing relazionale: un paradigma diverso?", note sul volume di G. Ferrero, Il marketing relazionale

Ivan Snehota; Annalisa Tunisini

Marketing relazionale: un paradigma diverso?", note sul volume di G. Ferrero, Il marketing relazionale

Translated title of the contribution: [Autom. eng. transl.] Relational marketing: a different paradigm? ", Notes on the volume by G. Ferrero, Relational marketing

Ivan Snehota, Annalisa Tunisini

Research output: Contribution to journal › Book/Film/Article review › peer-review

Abstract

The paper discusses the book by Giancarlo Ferrero on "Relationship marketing". It stresses the view that dealing with industrial markets demands for a change in perspective: from a transaction view to a relationhip view of the market exchange. The paper thus enters into the details of the two approaches.

Translated title of the contribution	[Autom. eng. transl.] Relational marketing: a different paradigm? ", Notes on the volume by G. Ferrero, Relational marketing
Original language	Italian
Pages (from-to)	237-250
Number of pages	14
Journal	Economia e Politica Industriale
Publication status	Published - 1993

Keywords

marketing relazionale
reti

Cite this

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abstract = "The paper discusses the book by Giancarlo Ferrero on {"}Relationship marketing{"}. It stresses the view that dealing with industrial markets demands for a change in perspective: from a transaction view to a relationhip view of the market exchange. The paper thus enters into the details of the two approaches.",

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author = "Ivan Snehota and Annalisa Tunisini",

year = "1993",

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journal = "Economia e Politica Industriale",

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AB - The paper discusses the book by Giancarlo Ferrero on "Relationship marketing". It stresses the view that dealing with industrial markets demands for a change in perspective: from a transaction view to a relationhip view of the market exchange. The paper thus enters into the details of the two approaches.

KW - marketing relazionale

KW - reti

KW - marketing relazionale

KW - reti

UR - http://hdl.handle.net/10807/14116

M3 - Recensione

SN - 0391-2078

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JO - Economia e Politica Industriale

JF - Economia e Politica Industriale

ER -

Marketing relazionale: un paradigma diverso?", note sul volume di G. Ferrero, Il marketing relazionale

Abstract

Keywords

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