The Importance of Value Creation Process in Marketing

Abstract

This paper discusses the use of the term “value” in the framework of marketing aiming to identify the major approaches from the shareholders and customer perspectives. Throughout the extensive literature, it’s been proven that the value creation process is considered extremely important, therefore, this paper tries to encompass the main definitions and approaches regarding the value creation process. The results describe the interdependency between the strategic goals of the organizations and the value perception of customers.