Customer Value Audit in International Business Markets : A Strategic Marketing Tool

@inproceedings{Chacour2015CustomerVA,
  title={Customer Value Audit in International Business Markets : A Strategic Marketing Tool},
  author={Samir Chacour and Wolfgang Ulaga},
  year={2015}
}
Implementing the customer driven firm is a going concern of management in many business markets of today. Knowing where value lies for the customer has become critical for a supplier, as satisfied customers lead to more customer loyalty and retention, positive word-of-mouth, a stronger competitive position and, ultimately, higher market share. Many researchers have investigated the value construct mainly in consumer markets. Research on B-to-8 markets, however, has been limited. This paper… CONTINUE READING