The article devlops main characteristics of business markets with particular attention to maket concentration and complex business exchanges between customer and supplier. It then examines the buying behavior of the industrial customer and highlights how to segment business markets and develop a correct value proposition to selected targets.
Tunisini, A., La gestione dei mercati business-to-business, in Cristini, G. (ed.), La guida del Sole 24 Ore al Marketing, Il Sole 24 Ore Pirola, MILANO -- ITA 2009: 97- 118 [http://hdl.handle.net/10807/14083]
La gestione dei mercati business-to-business
Tunisini, Annalisa
2009
Abstract
The article devlops main characteristics of business markets with particular attention to maket concentration and complex business exchanges between customer and supplier. It then examines the buying behavior of the industrial customer and highlights how to segment business markets and develop a correct value proposition to selected targets.
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