One of the beauties of B2B is that there is a finite number of customers. So the marketing costs are much different. You don't have to take out Super Bowl ads or plaster the New York subway system.
But Italy is not an intellectual country. On the subway in Tokyo everybody reads. In Italy, they don't. Don't evaluate Italy from the fact that it produced Raphael and Michelangelo.
Reading galleys on the subway is the closest the publishing industry comes to having a standardized mating call.
Reading galleys on the subway is the closest the publishing industry comes to having a standardized mating call.