Customer Value Handbook – 2nd Edition
Preview
Instructor Support
For Students
Intro Marketing, Capstone Marketing and Strategy Courses
For Managers
Manager Resource, Learning Workshops and Executive MBA Programs
This 3-chapter handbook provides a focused presentation of customer value and the analytic tools needed to identify, measure and manage value drivers essential in building superior customer satisfaction and profitable growth.
The 2nd edition includes a Student Companion and Instructor Companion for easy access to Interactive Apps and Support Materials. View Chapter summary videos below:
Experiential Learning Resources
For Students
Experiential Companion
Interactive apps, case studies, and exercises to deepen your understanding of customer value concepts.
For Instructors
Instructor Companion
Complete teaching resources: slides, assignments, test banks, case studies, and video homework for all three chapters.
Customer Value Handbook Briefs
Customer Satisfaction Isn't a Soft Metric — It Drives Profits
Extremely satisfied customers account for the greatest share of a firm's profitability, while dissatisfied customers generate losses—and spread their dissatisfaction quickly. Higher customer satisfaction correlates directly with higher retention, increased attraction of new customers, and improved profitability.
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Your Customers Are Talking. Here's Why Their Voice Shapes The Market
Customer experience is a journey made up of milestones and touchpoints. By capturing the customer's voice at these milestones, organizations can identify the value drivers that matter most and align their strategies to deliver greater customer value.
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Customer Value Unlocks a Value Strategy For Lasting Advantages
The top three value drivers usually account for the majority of perceived customer value. By focusing on these key drivers, firms avoid the trap of trying to satisfy every possible need, instead prioritizing the ones that matter most to their customers.
Read moreAbout the Authors
Roger Best
Roger is an Emeritus Professor in Marketing at the University of Oregon and co-founder of the UO Sports Product Management Program. He authored the first six editions of Market-Based Management, co-authored seven editions of Consumer Behavior with Del Hawkins, and, more recently, co-author of The Global Sports Industry.
Vikas Mittal
Vikas is the J. Hugh Liedtke Professor of Marketing at the Jesse H. Jones Graduate School of Business. Previously, he was on the faculty at the University of Pittsburgh and Northwestern University. His publications appear in Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Marketing Science, and Management Science. It has been featured in Forbes, Times, New York Times, Harvard Business Review, and Sloan Management Review.
Shrihari (Hari) Sridhar
Shrihari is a Professor of Marketing, Joe Foster '56 Chair in Business Leadership, Presidential Impact Fellow, and Chancellor's EDGES Fellow at Mays Business School, Texas A&M University. He is the Editor in Chief of the Journal of Marketing.