9. Utilizing CVA® for Marketing Program Decisions

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.

CVA® and marketing programs

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