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
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:
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