International Research journal of Management Science and Technology
ISSN 2250 - 1959 (online) ISSN 2348 - 9367 (Print) New DOI : 10.32804/IRJMST
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VALUE MARKETING AND ITS IMPACT ON SHARHOLDERS
2 Author(s): DR. JAGDEEP SINGLA , SHEEBA KADYAN
Vol - 3, Issue- 2 , Page(s) : 70 - 79 (2012 ) DOI : https://doi.org/10.32804/IRJMST
A value-based marketing strategy is defined as the set of coherent decisions about the firm's approach to the market, which aims to maximise shareholder value. The decisions concern the choice of customers the business will seek to serve, how it will meet their needs, how it will create a sustainable competitive advantage, and the resources it will commit to these markets. Marketing is at the heart of the strategy for creating long-term shareholder value.