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Relationship Marketing by David Ballantyne, Adrian Payne, Martin Christopher

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Chapter2

Creating value for the organisation

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INTRODUCTION

The value-creation process consists of the three key elements shown in Figure 2.1 – determining what value the company can provide to its customers (the ‘value customer receives’); determining the value the organisation receives from its customers (the ‘value organisation receives’); and, by successfully managing this value exchange, maximising the lifetime value of desirable customer segments. Chapter 1 considered customer value from the perspective of how to create and deliver value to customers. This chapter examines the value-creation process in terms of creating value for the organisation. ...

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