From brand values to customer value

From brand values to customer value Many commentators have recently questioned the validity of the traditional precepts on which the marketing concept is based, and have suggested that marketing has failed to deliver its long promised prize in the form of sustainable competitive advantage. Suggests that the need for marketing today is as strong as ever. However, the practice of marketing must change its focus, to go beyond a narrow concern with brand values and instead to emphasize the creation of customer value as the over‐riding objective of marketing activity. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Marketing Practice: Applied Marketing Science Emerald Publishing

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Publisher
Emerald Publishing
Copyright
Copyright © 1996 MCB UP Ltd. All rights reserved.
ISSN
1355-2538
DOI
10.1108/EUM0000000000007
Publisher site
See Article on Publisher Site

Abstract

Many commentators have recently questioned the validity of the traditional precepts on which the marketing concept is based, and have suggested that marketing has failed to deliver its long promised prize in the form of sustainable competitive advantage. Suggests that the need for marketing today is as strong as ever. However, the practice of marketing must change its focus, to go beyond a narrow concern with brand values and instead to emphasize the creation of customer value as the over‐riding objective of marketing activity.

Journal

Journal of Marketing Practice: Applied Marketing ScienceEmerald Publishing

Published: Mar 1, 1996

Keywords: Brand loyalty; Competitive advantage; Customer satisfaction; Marketing; Strategy

References

  • Logistics and Supply Chain Management
    Christopher, M.

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