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
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.
Italiano
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]
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10807/14116
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