From brand values to customer value
Journal of Marketing Practice: Applied Marketing Science
ISSN: 1355-2538
Article publication date: 1 March 1996
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.
Keywords
Citation
Christopher, M. (1996), "From brand values to customer value", Journal of Marketing Practice: Applied Marketing Science, Vol. 2 No. 1, pp. 55-66. https://doi.org/10.1108/EUM0000000000007
Publisher
:MCB UP Ltd
Copyright © 1996, MCB UP Limited