Table of contents for Customer value added marketing : how to create (and maintain) shareholder value / Donald E. Sexton.

Bibliographic record and links to related information available from the Library of Congress catalog.

Note: Contents data are machine generated based on pre-publication provided by the publisher. Contents may have variations from the printed book or be incomplete or contain other coding.


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Foreword
Chapter 1: Marketing and Financial Performance
Chapter 2: How CVA Affects Financial Performance
Chapter 3: CVA Over Time
Chapter 4: Perceived Value
Chapter 5: Costs
Chapter 6: Managing CVA
Chapter 7: Managing CVA Over Time
Chapter 8: Utilizing CVA for Strategic Decisions
Chapter 9: Utilizing CVA for Marketing Program Decisions
Chapter 10: Building the Marketing Accountability Scorecard
Chapter 11: Organizing to Manage CVA
Index

Library of Congress Subject Headings for this publication:

Marketing -- Management.
Economic value added.