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VALUE PROPOSITIONS IN INDUSTRIAL B2B MARKETS

Building powerful customer value propositions (CVP) is more demanding in industrial B2B markets than in B2C environments.The reason lies in the complexity of client/supplier relationships as well as the multifaceted nature of the offering itself. Here are some basic guidelines for building successful B2B value propositions

What is a customer value proposition ?

Philippe Kotler, in one of his books defines a CVP as « The whole cluster of benefits that a company promises to deliver ». It is a starting point that needs refinement to become efficient ...continued