| Value Creation in Buyer–Seller Relationships
After reading this chapter, you should be able to - Understand the concept of perceived value and its importance in relationship selling.
- Explain the relationship of the roles of selling and marketing within a firm.
- Explain why customer loyalty is so critical to business success.
- Recognize and discuss the value chain.
- Identify and give examples for each category of communicating value in the sales message.
- Understand how to manage customer expectations.
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