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What is value-based marketing? What is an example of a company that you think provides value-based marketing?
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Value-based marketing is founded on shareholder value analysis which states that the
value of a business is increased when managers make decisions that increase the discounted
value of all future cash flows (Doyle). Another definition of value-based marketing is an appeal
to customer values and ethics, therefore, shifting marketing from a product-centric approach to a
customer-centric one (Cross). Shareholder value analysis is the determination of a company’s
financial value by looking at the returns it gives its stockholders and is based on the view that the
objective of company directors is to maximize the wealth of company stockholders (CBS). We
can, therefore, deduce that value-based marketing is a form of marketing that focuses on the
attitudes of the customers, their opinions, ethics, and buying patterns so as to increase returns to
th...
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