Value-based marketing for bottom-line success

By Philip Allen, Eric W. Balinski, J. Nicholas DeBonis

Subjects: Business/Economics, Advertising & Promotion, BUSINESS & ECONOMICS, Management, Nonfiction, Business / Economics / Finance, Customer services, Business & Economics / Marketing / General, General, Business & Economics, Marketing Management, Sales & marketing management, Marketing - General, Distribution, Marketing, Customer Service, Business, Marketing, management, Consumer satisfaction

Description: A market-tested process for beating the competition ­­by giving customers the value they wantMarketers get too caught up in selling features and competing on price. Because, when all is said and done, customers buy­­and will pay well for­­value. Value-Based Marketing for Bottom-Line Success details methods for identifying profitable customers, and then reaching those groups by creating and managing a focused marketing strategy based on delivering value at every turn.It’s no secret that customers will almost always act in their own best interests. Value-Based Marketing for Bottom-Line Success helps marketers identify and feed those interests, outlining a value creation and delivery process for competing profitably by:Identifying value expectations of target customersDetermining and communicating the ability to deliver that valueDelivering the value promised