Abstract
The chapter debates main differences between business and cobsumer markets in terms of differences in perspectives adopted to business exchanges taking place in them. The transactional approach, that supports traditional approach to consumer markets is analysed and contracted with the relationship approach mainly adopted in interpreting the functioning of the business markets.
Titolo tradotto del contributo | [Autom. eng. transl.] Understanding business-to-business markets: a problem of perspective |
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Lingua originale | Italian |
Titolo della pubblicazione ospite | Teorie e applicazioni di Business Marketing. Comprendere i processi di mercato e modellare l’azione di management |
Editor | ANNALISA TUNISINI |
Pagine | 11-27 |
Numero di pagine | 17 |
Stato di pubblicazione | Pubblicato - 2008 |
Keywords
- MERCATI BUSINESS
- NETWORKS
- RELAZIONI