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Customer share, value, and business success
Author(s) -
Bandyopadhyay Soumava
Publication year - 2005
Publication title -
thunderbird international business review
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.553
H-Index - 37
eISSN - 1520-6874
pISSN - 1096-4762
DOI - 10.1002/tie.20051
Subject(s) - business , marketing , market share , value (mathematics) , customer value , economics , market economy , hierarchy , machine learning , computer science
Two books on strategies that are likely to shape business success in the twenty‐first century are reviewed. One is about a change in focus by marketers from pursuing a share of the market to going after a share of the customers' total spending money. The other is a collection of research articles by faculty at leading business schools on how entrepreneurial marketers might address the business challenges of the new millennium with effective strategies that create value for customers. © 2005 Wiley Periodicals, Inc.