Customer-value marketing is a principle of sustainable marketing that holds a company should put most of tie resources into customer-value-building marketing investments. Many things marketers do-one shot sales promotions, cosmetic packaging changes, direct-response advertising-may raise sales in the short run but add less value than would actual improvements in the product’s quality features, or convenience’s enlightened marketing calls for building long run consumer loyalty and relationships by continually improving the value consumers receive from the firm’s market offering. By creating value for consumers, the company can capture value from consumers in return.
Definition