CVA®, or Customer Value Added, has a direct and clear relationship to the financial performance of any business. This relationship is based on marketing concepts and economic ideas coupled with accounting and financial methodologies. In this chapter, the relationship between CVA® and financial performance is explored and explained.
Exhibit 2.1 The relationship of marketing efforts to contribution
Reprinted with permission from “How Marketing Affects Shareholder Value,” The Arrow Group, Ltd.®, New York, NY, 2008.
1. Marketing ...