3Value Creation in Buyer–Seller Relationships


Learning Objectives

This chapter focuses on one of the most important concepts in contemporary selling: value. Value-added selling sums up much of what securing, building, and maintaining customer relationships is all about. Taking advantage of the opportunity to really understand value and value creation will help you immensely as you move into the selling process chapters in Part Two of the book.

After reading this chapter, you should be able to:

  • Understand the concept of perceived value and its importance in selling.
  • Explain the relationship between the roles of selling and marketing ...

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