Customer-Based View

The imperative of sustainable growth has clearly emphasized the importance of customer centricity and marketing skills, on which depends the ability to grasp the signs of market change, to internalize the customer in business processes, and to deliver a dynamic, attractive and distinctive value proposition. This ability is the precondition for the economic and competitive success of every company in the long run. From this perspective, the book deepens the role of marketing in the creation of company value. Upon illustrating the fundamental strategies to improve marketing performance, we examine the links among customer value, customer satisfaction and customer relations, delving into measurement techniques and management implications.