Managing Customer Value in Business-to-Business Markets
Marketing Review St. Gallen 3/2014
9 Pages Posted: 30 Apr 2014
Date Written: March 2014
Abstract
Increased customer value can impact customer behaviors that drive company performance. As a result, firms must invest in the drivers of customer value. The authors describe a management tool that identifies the most relevant value creation activities, the satisfaction profit chain (SPC). As detailed in two case studies, the SPC is especially useful for B2B firms catering to small to medium-sized enterprises.
Suggested Citation: Suggested Citation
Mittal, Vikas and Frennea, Carly and Westbrook, Robert A., Managing Customer Value in Business-to-Business Markets (March 2014). Marketing Review St. Gallen 3/2014, Available at SSRN: https://ssrn.com/abstract=2430196
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