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Competing on Value Bridging the Gap Between Brand and Customer Value cover
  • ISBN: 9780273631057
  • ISBN10: 0273631055

Competing on Value Bridging the Gap Between Brand and Customer Value

by Simon Knox

  • List Price: $27.95
  • Binding: Hardcover
  • Edition: 1
  • Publisher: Pearson P T R
  • Publish date: 10/01/1998
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Description
Where brands have traditionally been associated with individual product lines, the authors assert that the concept of the brand needs to both reflect and be carried by the whole organization. Today, customer value is created in a context of long term partnerships formed to achieve customized solutions, process reengineering, risk sharing, and supply chain optimization.

Competing on Value offers a new methodology, UOVP (Unique Organization Value Proposition "TM" ), for developing and marketing how an organization generates this customer value. It creates an architecture that aligns the organization's brand with its core value adding processes. This new form of brand consists of the organization's reputation, performance, products and customer portfolios and network of relationships.

Competing on Value shows the need for a new marketing strategy methodology, develops the UOVP methodology in detail and provides many of the basic tools by which it will be implemented.

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