IDEAS home Printed from https://ideas.repec.org/h/spr/mgmchp/978-3-319-49998-7_8.html
   My bibliography  Save this book chapter

Value-Marketing Model

In: The Product Manager's Toolkit®

Author

Listed:
  • Gabriel Steinhardt

Abstract

The goal of the product marketing discipline is to generate product awareness, differentiation, and demand. Three principal methods are used to achieve this goal and each of them emphasizes one of the various aspects of the product: price, features, or value. The price emphasis method is called price competition. The features emphasis method is called comparative marketing. The value emphasis method is called value marketing. This chapter describes the underlying concepts of the value marketing method and how to perform value marketing. Supporting this task is the Blackblot Value-Marketing Model, a collective name for several work models and their supporting definitions. This model's components present, map, and structure the process and different activities necessary to execute the value marketing method. This chapter also builds on the concepts and terminology previously introduced in the Product Delivery Strategies, Product Management Team, and Concept of Marketing chapters.

Suggested Citation

  • Gabriel Steinhardt, 2017. "Value-Marketing Model," Management for Professionals, in: The Product Manager's Toolkit®, edition 2, chapter 0, pages 63-78, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-319-49998-7_8
    DOI: 10.1007/978-3-319-49998-7_8
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:mgmchp:978-3-319-49998-7_8. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.