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:	Geraldo Luciano Toledo, Sérgio Luiz do Amaral Moretti
Formato:	article
Lenguaje:	PT
Publicado:	Universidade Regional do Noroeste do Estado do Rio Grande do Sul 2016
Materias:	customer value customer equity customer lifetime value perceived value value proposition Economic growth, development, planning HD72-88
Acceso en línea:	https://doaj.org/article/f5d933bf7fe2466f9ccbef61389d22bd
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spelling	oai:doaj.org-article:f5d933bf7fe2466f9ccbef61389d22bd2021-11-11T15:16:07ZValor Para o Cliente e Valor do Cliente. Conceitos e Implicações para o Processo de Marketing1678-48552237-6453https://doaj.org/article/f5d933bf7fe2466f9ccbef61389d22bd2016-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=75246032014https://doaj.org/toc/1678-4855https://doaj.org/toc/2237-6453The 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.Geraldo Luciano ToledoSérgio Luiz do Amaral MorettiUniversidade Regional do Noroeste do Estado do Rio Grande do Sularticlecustomer valuecustomer equitycustomer lifetime valueperceived valuevalue propositionEconomic growth, development, planningHD72-88PTDesenvolvimento em Questão, Vol 14, Iss 35, Pp 400-419 (2016)
institution	DOAJ
collection	DOAJ
language	PT
topic	customer value customer equity customer lifetime value perceived value value proposition Economic growth, development, planning HD72-88
spellingShingle	customer value customer equity customer lifetime value perceived value value proposition Economic growth, development, planning HD72-88 Geraldo Luciano Toledo Sérgio Luiz do Amaral Moretti Valor Para o Cliente e Valor do Cliente. Conceitos e Implicações para o Processo de Marketing
description	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.
format	article
author	Geraldo Luciano Toledo Sérgio Luiz do Amaral Moretti
author_facet	Geraldo Luciano Toledo Sérgio Luiz do Amaral Moretti
author_sort	Geraldo Luciano Toledo
title	Valor Para o Cliente e Valor do Cliente. Conceitos e Implicações para o Processo de Marketing
title_short	Valor Para o Cliente e Valor do Cliente. Conceitos e Implicações para o Processo de Marketing
title_full	Valor Para o Cliente e Valor do Cliente. Conceitos e Implicações para o Processo de Marketing
title_fullStr	Valor Para o Cliente e Valor do Cliente. Conceitos e Implicações para o Processo de Marketing
title_full_unstemmed	Valor Para o Cliente e Valor do Cliente. Conceitos e Implicações para o Processo de Marketing
title_sort	valor para o cliente e valor do cliente. conceitos e implicações para o processo de marketing
publisher	Universidade Regional do Noroeste do Estado do Rio Grande do Sul
publishDate	2016
url	https://doaj.org/article/f5d933bf7fe2466f9ccbef61389d22bd
work_keys_str_mv	AT geraldolucianotoledo valorparaoclienteevalordoclienteconceitoseimplicacoesparaoprocessodemarketing AT sergioluizdoamaralmoretti valorparaoclienteevalordoclienteconceitoseimplicacoesparaoprocessodemarketing
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Valor Para o Cliente e Valor do Cliente. Conceitos e Implicações para o Processo de Marketing

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