Written for marketing executives, new product/service managers, and marketing research professionals, "Designing Winning Products" (DWP) focuses on design and market testing issues/solutions for new business-to-business products and services. The first three chapters synthesize the product...

We develop a general paradigm of organizational buying and customer preferences at several authority levels within retail firms. The paradigm includes ten propositions, including the following three: (1) Organizational buying involving persons at several authority levels occurs for purchases...