Eco system for value based marketing

Abstract

Customer Value has been conceptualized as a trade-off of benefits and costs, and intrinsic product quality is often considered the prime benefit and the price paid the main cost. However, this point of view ignores the benefits from extrinsic intangible attributes. Marketing approaches have evolved since then and in recent times .Value based marketing has increasingly being recognized as the mantra or the future of marketing, especially in the B2B markets. How should companies embrace such a change? This study is an attempt to understand the various stepping-stones for a successful value based marketing practice. Emphasis is on identification of the right environment for value based marketing.