Two of the main contributors to the somewhat confused state in which the marketing profession finds itself are:
1. The widely-held belief that marketing is mainly a communications function
Even a cursory glance at the SKF Pricing example shown in Figure 1 illustrates the dramatic impact that is possible as a result of preparing financially quantified value propositions.
Organisations like Johnson and Johnson, P and G, Shell and the like create shareholder value by having an inspiring vision, clear strategies,, rigorous segment and brand prioritisation, consistent innovation, superior value pro
