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.
Tunisini, A., Capire i mercati business-to-business: un problema di prospettiva, in Tunisini, A. (ed.), Teorie e applicazioni di Business Marketing. Comprendere i processi di mercato e modellare l’azione di management, Franco Angeli, MILANO -- ITA 2008: 11- 27 [http://hdl.handle.net/10807/14108]
Capire i mercati business-to-business: un problema di prospettiva
Tunisini, Annalisa
2008
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.
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