The paper stresses the relevance of the relationship between marketing and purchasing in companies acting in business-to-business markets. The paper develops an analysis of business marketing and purchasing literature on the topic of the relationship between marketing and purchasing. Two pilot case studies are reported to enter into the detail of this relationship in companies. The aim is to understand the antecedents sub-standing marketing and purchasing relationships in companies and enter into the substance of such a relationship, into its benefits and problems.

The relationship between marketing and purchasing in business to business markets

BOCCONCELLI, ROBERTA
2010-01-01

Abstract

The paper stresses the relevance of the relationship between marketing and purchasing in companies acting in business-to-business markets. The paper develops an analysis of business marketing and purchasing literature on the topic of the relationship between marketing and purchasing. Two pilot case studies are reported to enter into the detail of this relationship in companies. The aim is to understand the antecedents sub-standing marketing and purchasing relationships in companies and enter into the substance of such a relationship, into its benefits and problems.
File in questo prodotto:
Non ci sono file associati a questo prodotto.

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11576/2504050
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
social impact