Relationship marketing and design participation. A case study

Peter Armstrong, Anne Tomes and Murray Clark

Relationship marketing is conveniently thought of as a means of building forms of customer loyalty which transcend preferences for particular products.

Relationship marketing and design participation. A case study

Murray ClarkAnne Tomes andPeter Armstrong Sheffield University Management School, United Kingdom

INTRODUCTION

Supplier-customer relationships, networks and partnerships are rapidly becoming key issues in world marketing (Gummesson, 1993), indeed it is now recognized that building and maintaining interactive strategic relationships have significant long term implications for a company's marketing efforts. Likewise the importance of product and service innovation is also widely recognized. Structurally the innovation and design process consists of searching for product opportunity and developing the potential of the most promising design opportunities, and over the past two...

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