Customer value added marketing
Subtitle: how to create (and maintain) shareholder value
By: Donald E. Sexton.
Publisher: FT Press
Published: 2009
Place of publication: Upper Saddle River, N.J
Language: eng
Number of pages: 344
Subjects: Marketing -- Management; Economic value added
Notes: Includes index.
Table of contents: title: Marketing and financial performance; title: How CVA affects financial performance; title: CVA over time; title: Perceived value; title: Costs; title: Managing CVA; title: Managing CVA over time; title: Utilizing CVA for strategic decisions; title: Utilizing CVA for marketing program decisions; title: Building the marketing accountability scorecard; title: Organizing to manage CVA.