Customer management: growth, value and loyalty

Sustainability and digital transformation are reshaping how companies create value. In this evolving landscape, marketing plays a vital role in helping organizations navigate complexity, engage stake-holders, foster innovation, and design value propositions that are not only profitable but also socially and environmentally responsible. This book offers a clear and accessible guide to marketing’s evolving contribution to corporate pur-pose and value. Blending theory and practice, it addresses customer centricity, value measurement, client relationships, and the transformative impact of digitalization. The volume is designed for students seeking to deepen their understanding of marketing in a changing world, as well as for managers and professionals committed to developing strategies that com-bine competitiveness with long-term sustainability.