Value Above Cost: Driving Superior Financial Performance with CVA

Foreword

Customer Value Added is the most critical concept for the business community to understand, embrace, and practice. The greater the value added, the greater the opportunity to drive profitability and, therefore, increase shareholder value—which is the primary objective of the CEO.

As business people, our primary responsibilities are to drive shareholder value by selling sufficient quantities of preferred and profitable products and services to consumers and customers. The key word in that sentence for marketers is preferred. Preference by consumers and customers may be real or it may be perceived—but it is a preference nonetheless

Our job as marketers is to create preference via distinctive and differentiated communications. Not only ...