Marketing programs are sometimes referred to as “tactics.” Marketing program decisions include decisions regarding advertising, personal selling, promotion, public relations, pricing, and distribution (Exhibit 9.1). The concept of CVA® can help guide many choices in these areas. This chapter explores how CVA® can be used to improve decision-making for programs in the entire marketing system.1
Exhibit 9.1 CVA® and marketing programs
Reprinted with permission from “How Marketing Affects Shareholder Value,” The Arrow Group, Ltd.®, New York, NY, 2008.