From brand values to customer value

Abstract

Many commentators have recently questioned the validity of the traditional precepts on which the marketing concept is based, and have suggested that marketing has failed to deliver its long promised prize in the form of sustainable competitive advantage. Suggests that the need for marketing today is as strong as ever. However, the practice of marketing must change its focus, to go beyond a narrow concern with brand values and instead to emphasize the creation of customer value as the over‐riding objective of marketing activity.