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Competing on Value: Bridging the Gap Between Brand and Customer Value
Where brands have traditionally been associated with individual product lines, the authors assert that the concept of the brand needs to both reflect and be carried by the whole organization. Competing on Value offers a new methodology, UOVP (Unique Organization Value Proposition TM), for developing and marketing how an organization generates customer value. It creates an ...more
Hardcover, 236 pages
Published March 15th 1998 by FT Press
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