Valor Para o Cliente e Valor do Cliente. Conceitos e Implicações para o Processo de Marketing
The value construct has figured, with increasing emphasis in the literature on management and marketing competitive strategies. Nevertheless, one can find a number of semantic inconsistencies and a lack of uniformity in using the term, especially when it is associated with qualifying...
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| Autores principales: | , |
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| Formato: | article |
| Lenguaje: | PT |
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Universidade Regional do Noroeste do Estado do Rio Grande do Sul
2016
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| Materias: | |
| Acceso en línea: | https://doaj.org/article/f5d933bf7fe2466f9ccbef61389d22bd |
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| Sumario: | The value construct has figured, with increasing emphasis in the literature on management and marketing competitive strategies. Nevertheless, one can find a number of semantic inconsistencies and a lack of uniformity in using the term, especially when it is associated with qualifying complements. Other recurring issues include the lack of a scheme that integrates value concepts, meanings and content involved in the construct. In addition, lack a connection to management processes linked to them under the competitive positioning and strategic marketing. In this context, the essay aims to discuss the concepts of value - created by the company to the customer and the appreciation of the customer for the goods and services offered by the company - by proposing an integrated vision and theoretical framework that reflects interdependencies and interrelationships between the meanings of the term. Also analyzes the developments related to the management of strategic processes and tactical marketing, issues not normally addressed in an integrated way in the literature. It sought, as a result, contribute to the academic and managerial fields, reflecting on the extent and value of the concept of ambivalence in the strategic management of marketing. |
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