2. Company values and businesses

2.1 Marketing

While the definition of products and services is often foreign to them, highlighting their necessity for customers, defining their price, better distribution channels and means of promotion are the pillars of strategic marketing.

Note

Recent developments underline the role of marketing in defining VUPC – Customer Value, the basis of product definition. Value management (re)gives Marketing an essential role and tools to help potential customers express their real needs.

Operational marketing often requires considerable resources, which are difficult to manage ("Half my advertising expenditure is wasted, the problem is that I don't know which half!" Lord Leverhulme, 1851-1925,...

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Company values and businesses