International Research journal of Management Sociology & Humanities
( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH
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VALUE MARKETING & SHAREHOLDER VIEWS
1 Author(s): DR. NIMITA KHANNA
Vol - 1, Issue- 2 , Page(s) : 10 - 19 (2010 ) DOI : https://doi.org/10.32804/IRJMSH
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. Without an outstanding competence in marketing, shareholder value becomes merely an accounting tool focusing on short-run profitability and cash flow.