1 Peopling Organizations, Marketing Interaction, and Technology
Marketing is an interactional achievement. Products and services are developed, promoted, distributed, and priced in interaction between people. Yet, in the marketing literature interaction is often either ignored or taken for granted by scholars whose interest is more in developing generic concepts and models of market relationships than in exploring the practices through which such relations are accomplished (cf. Ramani and Kumar 2008). The concepts developed and the studies undertaken tend to be more concerned with (the measuring of) the outcome of interaction for firms or organizations and customers than with studying the organization of marketing ...
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