Töytäri, Pekka; Brashear Alejandro, Thomas; Parvinen, … - In: Journal of Business & Industrial Marketing 26 (2011) 7, pp. 493-502
Purpose – Increasing pressure to reduce costs and skepticism of promised value‐added are forcing suppliers to produce tangible proof of the monetary value they create for customers. The academic literature on the practical activities related to value‐based selling remains sparse. This...