Theoretical Aspects of Creating Customer Value

  • José Alfredo Delgado-Guzmán
  • Bertha Molina-QuintanaEmail author
  • María Berta Quintana-León
Conference paper
Part of the Studies in Systems, Decision and Control book series (SSDC, volume 180)


The concept of value has changed from being seen as simply a balance between benefits and sacrifices towards a process of interaction in which consumers and companies collaborate to create a joint value. The role of marketing is to help the company create value to its customers and to be superior to the competition. It is important to understand the concept of value, value for the client and creation of value for the client in order to analyze the situation of the Company and act strategically in order to be competitive.


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Authors and Affiliations

  1. 1.Universidad Nacional Autónoma de México, UNAMCiudad de México, CDMXMexico
  2. 2.Universidad Michoacana de San Nicolás de Hidalgo, UMSNHMoreliaMéxico

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