Here's the first of our lecture series, by Jim Narus.
Lecture Series 1: "The Essentials of B2B Value-Based Marketing"
1. Introduction to B2B Value-Based Marketing
2. What is customer value?
3. What are the sources of customer value?
4. How can a firm estimate customer value?
5. How do you build an economic customer value model?
6. What is a value proposition?
7. What is the difference between Value and Tiebreaker Selling?
8. What are B2B Value-Based Marketing Strategies?