The Customer‐Seller Value Match

Abstract

Investigates customer‐seller value match phenomena and highlights some concepts demanding comprehensive examination by the marketing profession. Adumbrates that a successful marketing policy sells to a defined client, not merely sells indiscriminately. Looks at effective promotion – either across the counter or as a national advertising campaign – and enfolds the product in psychosociological values that customers can recognise and aspire to. Concludes that the process of value‐change is a long and complex business in which marketing plays a part.

Citation

Smith, G.W. (1975), "The Customer‐Seller Value Match", European Journal of Marketing, Vol. 9 No. 2, pp. 150-156. https://doi.org/10.1108/EUM0000000005063