The best way to begin a business section is to show that Philip Kotler states that the role of marketing is to create Value for customers in the 14th edition of Principles of Marketing (see Figure 4.1).
What does creation of Value do for businesses? It increases the bottom line, by not focusing on it but by creating Value for all stakeholders. To do this, businesses have to develop a Value creation mindset and thought process. Marketing has to think of creating Customer Value, for example.
Value is a mainstay of business. Value Imperative (VI) helps business people understand the importance of Value creation and how to create Value. Thus apart from creating Value for customers, VI also focuses on employees, ...
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