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SECTION I CUSTOMER VALUE—THE BUILDING BLOCKS
1 Customers Want Exceptional Value!
Importance of Customer Value
So, What Does Value Really Mean?
Service, Quality, Image, and Price: The Essence of Customer Value
Business Climate for Value Creation
Rise and Fall of the New Economy
Overcoming the Great Recession
Customer Value—Marketing Management Implications
2 Be Customer Driven and Market Driving
Customer Commitment: Follow the Market Leaders