Value Creation Behavior with the Customer
Value Creation Behavior with the Customer

Author(s): Nil Konyalilar
Subject(s): Business Economy / Management, Marketing / Advertising, Business Ethics, Socio-Economic Research
Published by: Özgür Yayın Dağıtım Ltd. Şti.
Keywords: customer; marketing; value creation; social marketing; behavior;
Summary/Abstract: Since the 1990s, “social marketing” and “value creation” issues have started to gain momentum all over the globe, especially in the United States of America. According to Davidow and Malone (1992), the main point that managers should focus on is to be able to convince their customers that their businesses create value and market value-creating products. This change in the understanding of marketing forms the basis of value-based marketing and stands out as the determining factor that will guide the marketing understanding of the future (Davidow and Malone, 1992).

• Details
• Contents