Value based marketing

Maastricht University (UM)

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Extended Summary Value-based Marketing including articles, tutorial notes and guest lecture

Extended Summary Value-based Marketing including articles, tutorial notes and guest lecture
Summary • 44 pages • 2020

For the course Value-based Marketing I made an extended summary including all articles (see list), tutorial notes, and guest lecture. There were no regular lectures hence they are not included in the document. The summary helped me study for and pass the exam. Article list: Customer Value Propositions in Business Markets – Anderson, Narus & van Rossum (2006); Developing superior value propositions: a strategic marketing imperative - Payne & Frow (2014); Consumer segmentation within the sha...