“Made in Italy”: The Italian Contribution to the Development of Business Marketing Discipline and Practices

摘要: ABSTRACTPurpose: The authors analyze the main contributions of Italian literature in business-to-business field as it relates to characteristics industrial manufacturing system. Even if not directly labeled marketing, and other scholars who have studied business experiences largely faced topic marketing management with innovative approaches distinctive benchmark examples. In particular, analysis contribution relies on specific nature structure recognized by international literature. this respect, argue that three areas interest progressively arose from peculiarities system: districts, subcontractors/subcontracting relationships, mid-sized companies. These research topics been thoroughly investigated both scholars. They ana...