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.
Snehota, I., Tunisini, A., Recensione a "FERRERO, GIANCARLO, IL MARKETING RELAZIONALE LINT, Trieste 1992", <<ECONOMIA E POLITICA INDUSTRIALE>>, 1993; (80):237-250 [http://hdl.handle.net/10807/14116]
Marketing relazionale: un paradigma diverso?", note sul volume di G. Ferrero, Il marketing relazionale
Snehota, Ivan;Tunisini, Annalisa
1993
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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