Marketing Model of Value Creation (4V’s Model of the Product)

  • Grzegorz CielochEmail author
Conference paper
Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 524)


The key issue of the paper is a synthesis of different marketing models into one consistent idea. It should allow to show how the value for the customer is created and how to analyze it on the model. The work starts from generic strategies model, which was developed in strategy clock. A map of product value is the main result. Resulted model is confronted with some existing models and tested on 2 case studies.


Marketing management Product model Value of the product Value for customer Strategy clock Generic strategies 


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Copyright information

© Springer International Publishing AG 2017

Authors and Affiliations

  1. 1.Wyzsza Szkola Bankowa we Wroclawiu, Instytut Turystyki i RekreacjiWrocławPoland

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