Value‐based marketing and its usefulness to customers

Examines the concepts of value and information in terms of management. Although changes in information technology are the major themes, changes in the marketplace and the challenges facing marketing are also discussed. Examines value‐based marketing and its usefulness to customers, as well as the consequences of customers’ needs, as related to corporate and product credibility. Organizational structure, and its relation to strategic direction, is considered within this context. Concludes that both the concept of the virtual corporation, and the switch in emphasis from marketplace to marketspace, have been advanced.