Customer Value-Based Model

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The Customer Value-Based Model (CVM) introduced in this thesis offers a novel approach to corporate valuation by integrating strategic and operational management levels. It emphasizes the importance of customer value in marketing and its connection to overall corporate value, providing a framework for evaluating the impact of marketing on financial success. By bridging the gap between marketing activities and shareholder value, the CVM serves as a valuable tool for strategic decision-making and assessing the contribution of marketing to a company's performance.