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Customer Value in Business Markets: An Agenda for Inquiry
In recent years, there has been a resurgence of interest in the value construct among both practitioners and marketing researchers. The purpose of this article is to introduce the reader to the different articles included in this special issue of Industrial Marketing Management on Customer Value in Business Markets. The issue takes a look at value from three different perspectives: value creation for the customer, value creation for the supplier, and joint buyer–seller value creation. Directions for future customer valueresearch in the area of business marketing are provided.