Customer Value Management

Philip Kotler*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

14 Scopus citations


A company’s job is to create superior customer value in the mind of the customer. Be aware that the customer’s sense of value may differ from the company’s sense of value. A customer is interested in more than the physical product. The customer also pays attention to the service level, guaranties and warranties, financing arrangements, return policies — all making up the total product. The challenge is to help the customer perceive more total value than the total cost of acquisition and usage.

Original languageEnglish (US)
Pages (from-to)170-172
Number of pages3
JournalJournal of Creating Value
Issue number2
StatePublished - Nov 2017


  • customer journey
  • customer value
  • total product
  • touchpoints
  • Value

ASJC Scopus subject areas

  • Business and International Management
  • Marketing
  • Business, Management and Accounting (miscellaneous)


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