Value in Marketing: Confusion or Illumination?
- Topics:
- Marketing Strategy
- Source:
- Middlesex University
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Overview: Marketing researchers have attached the term value to a number of concepts. It is unclear if, in all cases, there is an underlying and unifying meta-concept of value, or If the word value is being stretched to cover disparate concepts. On the other hand, it is quite clear that, in some cases, different terms are in use to denote essentially the same concept - in the case of supplier value and customer lifetime value, for example. This paper investigates seven terms commonly found in the marketing literature - customer value, product value, supplier value, customer lifetime value, relationship value, shareholder value, and brand value - asking whether they share some common essence, and the extent to which the same concept is expressed using different terminology.
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Format: PDF | Size: 95KB | Date: Nov 2004 | Pages: 22
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