Marketing needs to be re-engineered

Recent, interesting discussions with friends and colleagues have lead to some re-editing of the Value Marketing theory.
Especially, I have been encouraged to be more distinct on where it compensates for the logical shortcomings of the traditional marketing concept:
·      Marketing can deal with branded goods and/or services only
·      Marketing deals with human perceptions, valuations, and behaviour
·      Marketing mix has to separate price from other features as in the Transaction Equation
·      Branded goods and services neither apply to traditional price/demand logics nor theories on price elasticity – thus need a special approach
Welcometo download the latest version!


The Value Marketing Theory - new edition!

The theory of Value Marketing has been re-edited. Basically the same theory, but easier to grasp. With a clarifying abstract presenting the essential differences to the traditional foundation for marketing. Download the complete theory!