Narges Alavi - MA Student Department of management, Zanjan Branch, Islamic Azad University, Zanjan, Iran
Amir Najafi - Assistant professor Department of Industrial engineering, Zanjan Branch, Islamic Azad University, Zanjan, Iran

Today in the marketing world due to rapid and forward changes and intense competition of extant factors in the market, the demands of organizations and companies for new methods of marketing and market management is fully perceived. Organizations must seek consistent management and marketing strategies with today`s circumstances to survive and remain in competition in different stages of their life cycle and conditions. Considering the literature, it was found that value-based adaptation to customers in modern marketing management is necessary. . In line with this necessity, relationship orientation, knowledge centric, and institutional memory are the concepts that facilitate this adaptation. This study sought to examine the relationship, knowledge, institutional memory, and customer shopping basket marketing literature to clarify how is the value-based relationship and how seller`s selling process adapts to buyer`s buying process in business to business markets to hence may state a policy of strategic and value-based selling process for both sides of relationship for organizations. The method of the study was descriptive and together with literature review, empirical data collected through interview with sales and marketing managers and experts of Iran Transfo Company as a salesperson and one of company`s customers as a buyer. Findings indicate that how procedures improve and sustain the relationship between sellers and buyers and how the value-based adaptation is for both sides of cooperation. Furthermore, results showed that organizations` knowledge-centric with two variables, institutional memory and senior management support with relationship orientation and customer shopping basket has a direct effect on seller`s adaptation and his/her knowledge of buying process. Eventually, they clarify the quality of strategic and value-based adaptation

Strategic Adaptation; Selling Process; Relationship Orientation; Shopping Basket Model; Knowledge Centric; Institutional Memory; Business to Business