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Creating value for business clients

The recent debate on the evolution of business marketing shows a "disconnect" between the trends that have emerged in the past decade - in the institutional macro-environment, the competitive meso-environment and the business micro-environment - and the attention to the consequences of the changes associated with those trends in business-to-business dynamics. In light of this evolution, the book sets the ambitious goal of examining the debate and identifying the missing "pieces," so as to fill in the gap between academic debate and managerial practice. In particular, the first elements to be examined ...