Value-Marketing Model
Gabriel Steinhardt ()
Additional contact information
Gabriel Steinhardt: Blackblot Product Management Expertise™
Chapter Chapter 6 in The Product Manager's Toolkit, 2010, pp 53-67 from Springer
Abstract:
Abstract This chapter describes the underlying concepts of the value marketing method, details how to perform value marketing and introduces the “Blackblot Value-Marketing Model”, a collective name for several work models and their supporting definitions. Marketing is an instructive business domain that serves to inform and educate target markets about the value and competitive advantage of a company and its products. Within the larger scope of its definition, marketing is performed through the actions of three coordinated disciplines named product marketing, corporate marketing, and marketing communications. The goal of the product marketing discipline is to generate product awareness, differentiation, and demand. Three principal methods are used to achieve product marketing’s goal and each of them emphasizes one of the various aspects of the product: price, features, or value. The value emphasis method is called value marketing. The “Blackblot Value-Marketing Model” components identify, map, and structure the process and different activities necessary to execute the value marketing method. This chapter also builds on the concepts and terminology previously introduced in the “Who’s Driving Your Company?”, “Product Management Team”, and “Concept of Marketing” chapters.
Keywords: Competitive Advantage; Marketing Activity; Target Market; Marketing Communication; Product Marketing (search for similar items in EconPapers)
Date: 2010
References: Add references at CitEc
Citations:
There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.
Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
HTML/Text
Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-04508-0_6
Ordering information: This item can be ordered from
http://www.springer.com/9783642045080
DOI: 10.1007/978-3-642-04508-0_6
Access Statistics for this chapter
More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().