Customer to Shareholder

In this section, Satisfying the Two connects customer value with shareholder value in 4 short steps.
It also shows why competitive advantages are key for marketing to grow shareholder value.

Home- customer & shareholder value

Next, Sources of Advantage explores what competitive advantages consist of and how they create superior customer value over rivals.

This first part lays a foundation for the second part- Marketing and Competitive Advantages– that considers how marketing might start and prolong a competitive advantage, or at least sustain shareholder value.