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Marketing Management Gautam Mahajan, Total Customer Value Management: Transforming Business Thinking. New Delhi: SAGE Publications, 2011, xx + 323 pp., ` 450 (Paperback). DOI: 10.1177/097226291101500314
The modern marketing holds that the key to achieving organizational goal is being more effective than the com- petitors in creating, delivering and communicating sup- erior value to your employees, shareholders and, more importantly, to your customers. The author emphasizes that creating customer value in bits and pieces is not going to work. There is a need to coordinate all the moving parts that yield value in the customer experience. The present book takes the premise of Customer Value Management (CVM) to operational level. The author builds up a case that merely managing CVM will not suffice in this fiercely competitive environment. If you really want to make it a strategic competitive advantage, you will have to go for a total CVM, that is, making this philosophy holistic and all- encompassing. Being customer-centric should not be the responsibility of only a particular department. Total CVM postulates that efforts of employees from each functional area and at every level (top, middle and frontline) should be aligned to deliver a better value to the customer.