Marketing theory and practice have focused persistently on exchange between buyers and sellers. Unfortunately, most of the research and too many of the marketing strategies treat buyer-seller excha...

Developing Buyer-Seller Relationships:

Revealing how smart design is the new competitive frontier, this innovative book is a powerful primer on how--and why--some products satisfy customers while others only frustrate them.

https://www.cc.gatech.edu/~stasko/6750/Talks/08-doet.pdf

Design of Everyday Things

Chapter 1: The functional source of innovation general patterns economic explanation shifting and predicting the sources of innovation innovation as a distributed process. Chapter 2: Users as innovators. Chapter 3: Variations in the functional source of innovation. Chapter 4: Why does the functional source of innovation vary? How do innovators benefit from innovations? Do benefit expectations differ? Chapter 5: The hypothesis in testable form methods five empirical studies discussion. Chapter 6: Shifting the functional source of innovation. Chapter 7: Root of the problem: market research constrained by user experience Lead users as a solution testing the method discussion. Chapter 8: Innovation cooperation between competing firms applications for innovation management.

The sources of innovation

Salespeople involved in the marketing of complex services often perform the role of “relationship manager.” It is, in part, the quality of the relationship between the salesperson and the customer ...

https://www.jstor.org/stable/pdfplus/1251817.pdf

Relationship Quality in Services Selling: An Interpersonal Influence Perspective:

Relationship marketing is an old idea but a new focus now at the forefront of services marketing practice and academic research. The impetus for its development has come from the maturing of services marketing with the emphasis on quality, increased recognition of potential benefits for the firm and the customer, and technological advances. Accelerating interest and active research are extending the concept to incorporate newer, more sophisticated viewpoints. Emerging perspectives explored here include targeting profitable customers, using the strongest possible strategies for customer bonding, marketing to employees and other stakeholders, and building trust as a marketing tool. Although relationship marketing is developing, more research is needed before it reaches maturity. A baker’s dozen of researchable questions suggests some future directions.

Relationship marketing of services—growing interest, emerging perspectives

The worldwide success of a growing list of products that have become household names is evidence that consumers the world over, despite deep-rooted cultural differences, are becoming more and more alike or, as the author puts it, "homogenized" In consequence, he contends, the traditional MNC's strategy of tailoring its products to the needs of multiple markets may put it at a severe disadvantage vis-a-vis competitors who apply marketing imagination to the task of developing advanced, functional, reliable standardized products, at the right price, on a global scale

/pdf/the-globalization-of-markets-4eas6mojtj.pdf

The globalization of markets

Preface to the New, Expanded Edition Preface to the Original Edition 1. Marketing and the Corporate Purpose 2. The Globalization of Markets 3. The Industrialization of Service 4. Differentiation -- of Anything 5. Marketing Intangible Products and Product Intangibles 6. Relationship Management 7. The Marketing Imagination 8. Marketing Myopia 9. Exploit the Product Life Cycle 10. Innovative Imitation 11. Marketing and Its Discontents Index

The Marketing Imagination

Exploit the product life cycle

When you ask prospective customers to buy promises —as all service-oriented firms do - you must provide metaphorical reassurances of quality and "industrialize" theservice-delivery process

Theodore Levitt

Papers

The globalization of markets

The Marketing Imagination

Exploit the product life cycle

Marketing Intangible Products and Product Intangibles

After the Sale is Over...