I am delighted to read the fresh ideas in this book about Value Creation, Value Destruction, Value Deprivation, and Value Starvation. Companies tend to think that repeat purchases and customer satisfaction are sufficient indicators that the company is serving the customer well. Yet, all this time, the customer may be deprived or starved of value.
My two longtime friends, Walter Vieira and Gautam Mahajan, both eminent marketers, got together and discussed their ideas with top managers and thinkers and asked for their reflections on how to prevent and manage Customer Value Starvation. This is the silent and insidious killer of companies. Companies do not realize the presence of this disease in the company unless it is ...
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