How Creating Customer Value Makes You a Great Executive

Customer value is an overused and mis-understood term. Chris Ross said, ÒThere''s a strong argument for changing the term ''marketing'' and renaming it ''value creation''.Ó Companies fail to create value as well as they could because tools of customer value are not known. The author corrects this in simple steps by defining customer value, how it builds loyalty, market share, and profitability; an...