Prosper in Business Markets

Being a Value Merchant

EXPERIENCED general managers, vice presidents of marketing, and vice presidents of sales know just how difficult it is to prosper in today’s business markets. And, when businesses are able to achieve superior sales growth and superior profitability relative to their industry peers, sustaining such success over time is extraordinarily difficult. We contend that customer value management can make a significant difference in a business’s chances of prospering in business markets. We depict our customer value management processes again in figure 8-1.

In this concluding chapter, we provide evidence of the contribution that customer value management can make to superior business performance. ...

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