Redefining Customer Value

Marketers are redefining customer value by creating innovations in products, services and brands. As a result, new market leaders are being created. This book focuses on how companies have redefined customer value. It is intended for marketing professionals, strategy planners, consultants, businessmen, academicians and MBA students. It will enable them to understand how the concept of customer value needs to be managed for enabling competitive advantage in a highly competitive business environment, which has witnessed market leaders being upstaged by newly hatched upstart companies. The newcomers seem to have a better understanding of how customer value has been redefined for better results. This book lays bare all the secrets that every aspiring marketing man desires to know. The contributors to this book include experts like Don Peppers & Martha Rogers, Kamran Kashani, Nirmalya Kumar as well as noteworthy contributions from Knowledge@Wharton, consultancies like Accenture, Mercer, Emerald Group. The case studies from Icfai Research Centres also offer immense value to readers. The book offers insights into customer value aspects like product management and innovation, customer service, branding, pricing and demand management, customer value engineering, co-creating value with customers, service distribution and delivery innovations, customer intimacy, strategic vendor partnerships etc. The book is divided into two sections. The first section is called ‘Concepts’ and focuses on the various concepts that are making an impact on customer value. The second section is called ‘Applications and cases’ which shows how the issues concerning customer value can be managed in actual practice. Apart from a large number of illustrative examples in the various chapters, there are three exhaustive case studies on Lifebuoy, France Telecom, and Singapore Airlines.