Marketing of Higher Education: Future Challenges
Marketing of Higher Education: Future Challenges

Summary/Abstract: Purpose: The aim of this study is to answer the following question: what concepts should be used to explain how marketing contributes to value creation in business-to-business (B2B) relations? Methodology: The method consists of: (1) using net present value (NPV) as a goal of B2B purchasing decisions and (2) analysing the supplier’s controlling system to differentiate between value drivers and value causes. Findings: A conceptual framework of B2B value creation has been proposed. NPV-related product description is the main concept in the framework. Originality: The study contributes to the B2B marketing theory by increasing the clarity of conceptual foundations by (1) proposing the NPV-relevant product description and (2) making a distinction between value drivers and causes of value.

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