The book offers main conceptual and interpretative framworks to understand business markets and business customer behavior. It also gives managerial tools to act in business-to-business markets and satisfy industrial customers.
Fiocca, R., Snehota, I., Tunisini, A., Marketing Business-to-Business, McGraw-Hill Education, MILANO -- ITA 2009: 303 [http://hdl.handle.net/10807/14107]
Marketing Business-to-Business
Fiocca, Renato;Snehota, Ivan;Tunisini, Annalisa
2009
Abstract
The book offers main conceptual and interpretative framworks to understand business markets and business customer behavior. It also gives managerial tools to act in business-to-business markets and satisfy industrial customers.
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