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Is your marketing built on customer value insight?
Watch this YouTube introduction to Value-ology You might know what your customer’s need but do you know what they value?
Meeting a need is solving a problem delivering value is being relevant.
Academics Vargo and Lusch describe value as idiosyncratic, subjective and meaning laden. This means that value is a moving target that is only ever determined by the customer. A supplier can never tell a…
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Interaction, interdependence and relationships : creating small business customer value.
Last week myself and some colleagues from Sheffield Business School attended the IMP Conference on business to business marketing at Poznan University of Economics in Poland.
For over forty years the ideas of IMP research and thinking have influenced business study. In particular the IMP perspective explains how business works from a network perspective rather than a strategic management…
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