The article debates the concept of product as perceived and expected by the industrial customer. It then develops reflections on strategies of product modularity and customer adaptation by companies acting in business markets.
Tunisini, A., Riflessioni sulla gestione del prodotto nei mercati industriali, <<MICRO & MACRO MARKETING>>, 2002; XI (2): 217-232 [http://hdl.handle.net/10807/14146]
Riflessioni sulla gestione del prodotto nei mercati industriali
Tunisini, Annalisa
2002
Abstract
The article debates the concept of product as perceived and expected by the industrial customer. It then develops reflections on strategies of product modularity and customer adaptation by companies acting in business markets.
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