MERC Global welcomes the authors to submit the papers/manuscripts for Special Issue on “Value Based Marketing” of MERC Global’s International Journal of Management
Guest editor: Dr. Simranjeet Kaur Sandhar (Indore Institute of Science and Technology, India) Email: firstname.lastname@example.org
INTRODUCTION Value based marketing is the process of creating and delivering value for the customers. This is the relationship of benefits offered to the customers against the price charged. It can be expressed both qualitatively and quantitatively. Qualitatively, it is the perceived gain to the customer in terms of emotional or physical satisfaction and the benefit to social, cultural or environmental factors. On the other side, quantitatively, it means benefits in terms of financial numbers. Value based marketing starts with understanding the markets, customer needs & wants and progress towards building profitable customer relationships with the aim to maximise the firm’s value.
The most important contribution of value based marketing is to make the shareholder value concept more useful. Many companies misinterpret this concept and associate it with cutting cost and downsizing. Rather, the shareholder value focuses on growth in terms of creating new markets than cutting down the cost.
An importance of values-based marketing lies in the fact that now a day’s marketing and sales are highly correlated. The underlying philosophy is that for satisfying our customers, we need to understand their needs and generate customers’ value. Attention should be paid to quantitative data that reports customer preferences. Qualitative research (e.g., surveys and focus groups) can also assist to get important insights of customer values. Then, a values-based marketing strategy using the vision and mission statements as vehicles for articulating customer-centric goals and objectives can be developed by company. And coming up with a special issue on this subject will not only be valuable for the scholastic but will also support the corporate for framing out customer-centric goals and value based strategies.
The products or services which attract customers and their loyalty are the ones having better customer perceived value in terms of overall performance and the prices at which they are offered. As the value based marketing is totally dependent on customer desired and perceived value. These products when delivered enhance firm’s value through customer centric selling.
AIM AND SCOPE The special issue on value based marketing will help us know the connection of marketing decisions with their financial implications. The core objective of this issue will be to explore the transition it took place from marketing's traditional customer-centric focus to an emphasis on marketing's value to the organisation. The issue will be useful for the companies to help them achieve a comprehensive, consistent approach for appraising their customer perceived value and executing value-based strategies.
This special issue on Value Based Marketing of MERC Global’s International Journal of Management (MERC Global’s IJM) aims to provide the insights into scientific and empirical research and with managerial knowledge about value based marketing. It will explore the transition of marketing from product centric to customer centric. The issue will also add to the knowledge of how this approach is going to add value to customer desired or perceived value. This special issue will also pitch on current issues in value based marketing (e.g., multi-channel management), linking marketing assets and firm value, linking marketing actions and firm value, marketing performance measures, methodological approaches of value based marketing and so forth.
Possible topics include (but are not limited to):
Customer Focus and Profitability
Marketing Performance and Metrics
Need Based Marketing Segmentation
Value Based Pricing and Pricing Strategies
Marketing Channels and Channel Mapping
Marketing Strategy Implementation
Marketing Growth and Shareholders Value
Value Based Communication
Customer Delivered Value
Creating Customer Value
Approaches to VBM
Customer Value and Satisfaction
Building a Value Matrix
NOTES FOR AUTHORS Submitted manuscripts should not have been previously published nor be currently under consideration for publication elsewhere. The manuscript should be original work done and should not be plagiarized.
All research papers are refereed through a double blind peer review process.
Submission of manuscripts by email: December, 2014
Notification of acceptance, refusal or revisions required for manuscripts: February, 2015
Submission of accepted and revised final manuscripts: April, 2015
PROPOSE A PAPER / MANUSCRIPT Interested to contribute a paper/manuscript to this special issue, propose a manuscript by providing the following information. Author(s) will be contacted within 5 working days.