Banterle, Alessandro; Cavaliere, Alessia; Stranieri, … - European Association of Agricultural Economists - EAAE - 2009
consumer requirements and improving their marketing activities. The purpose of this paper is to evaluate the marketing …., 2005; Jaworski and Kohli, 1993), our analysis is based on an assessment of the marketing management process (Kotler, 2004 … influence the price and the variables affecting marketing management capability. The results revealed a certain lack of …