Abstract
The history of value perceptions in marketing goes back to the end of the 19th century, to the industrial revolution which gave rise to ‘transaction marketing’. It made a dichotomy between the customer and producer, making value one-way directional from the provider to the customer. In the early 1990s, many ‘industrial nations' which were recognised as ‘production-led economies' started transforming into ‘service led’ seeking to establish long-term relationships with customers focusing on customer retention more than attracting new customers. However, value creation in the third millennium, progressively transformed into a new stage giving priority to the collaborative perspective of value creation which termed as co-creation. Cite this book review: B.S. Galdolage. (2021). Book Review: How Creating Customer Value Makes You a Great Executive by Gautam Mahajan, Vidyodaya Journal of Management, 7(1), 163-165.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
