Value above cost driving superior financial performance with CVA, the most important metric you've never used - Sexton, Donald E., 1943-; Safari eBooks (Upper Saddle River, N.J. : FT Press, 2009)
Marketing and financial performance -- How CVA affects financial performance -- CVA over time -- Perceived value -- Costs -- Managing CVA -- Managing CVA over time -- Utilizing CVA for strategic decisions -- Utilizing CVA for marketing program decisions -- Building the marketing accountability scorecard -- Organizing to manage CVA.
Includes bibliographical references (p. 311-328) and index.
Electronic reproduction.
Keywords: Marketing -- Management; Economic value added; Electronic books