Language Note: Translated from the Spanish.

This book offers novel methods for developing Value-based marketing strategies aimed at increasing revenue and profits. The Value concept relates all the benefits offered by a product with its price and the effort required to obtain it. Global competition requires managing Value rather than individual products or brands. This fosters customer loyalty, and provides a solid basis for relationship marketing. The book takes a practical, step-by-step approach to explain: • How the forces of supply and demand interact with customer Value; • The relationships between benefits, quantities, prices and costs; • How to develop effective competitive strategies; • How to manage inventory and product mix efficiently.