Provides a model and tools for learning about how executives and customers think within marketplace contexts. Aiming to increase the reader's knowledge by provi... » 

Provides a model and tools for learning about how executives and customers think within marketplace contexts. Aiming to increase the reader's knowledge by providing examples and research tools, this book asks how we actually go about thinking, examining the process and its influences within the context of B2B and B2C marketplaces. «