Articles

Customer Value in Business Markets: An Agenda for Inquiry

W. ULAGA

Industrial Marketing Management

2001, vol. 30, n°4, pp.315-319

Départements : Marketing


*CONSUMERS*INDUSTRIAL management*MARKETING -- Management*MARKETING research*PURCHASING agents*VALUE NAICS/Industry Codes: 541910 Marketing Research and Public Opinion Polling531210 Offices of Real Estate Agents and Brokers812990 All Other Personal Services Abstract: In recent years, there has been a resurgence of interest in the value construct among both practitioners and marketing researchers. The purpose of this article is to introduce the reader to the different articles included in this special issue of Industrial Marketing Management on Customer Value in Business Markets. The issue takes a look at value from three different perspectives: value creation for the customer, value creation for the supplier, and joint buyer-seller value creation. Directions for future customer value research in the area of business marketing are provided


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