Suggested Reading

Managing Customer Value: Creating Quality and Service That Customers Can See, by Bradley T. Gale, (New York, The Free Press, May 1994). The classic that started the Customer-Value movement.

The PIMS Principles: Linking Strategy to Performance, by Robert D. Buzzell and Bradley T. Gale, (New York, The Free Press, June 1987). The principles derived from this landmark study set the empirical and theoretical groundwork for Customer Value Management.

"Market Share — A Key to Profitability," by Buzzell, Gale, and Sultan, Harvard Business Review, January-February 1975. (Republished in Strategic Management, edited by Richard  G. Hamermesh for the Harvard Business Review Executive Book Series, 1983.) Why do we place so much importance on using value to gain market share? This article, one of the first based on the PIMS findings, explains. For reprints, click here.

Customer Value Accounting for Value-Based Pricing , by Bradley T. Gale and Donald J. Swire, Journal of Professional Pricing, Third Quarter, 2006. You can estimate the comparative worth of your products by comparing them to the competition in terms of the customers' costs in using the product and other, non-cost elements of performance. <download>.

How Much is Your Product Really Worth, by Bradley T. Gale. This recent monograph explains the principles of Customer Value accounting. Customer Value, Inc. would be happy to send you a complementary copy — click here.

Value-Based Marketing and Pricing , by Bradley T. Gale and Donald Swire (Customer Value, Inc., November 2006) . This paper has sections on (1) Approaches to Customer Value Measurement, (2) Customer Value Accountinf for Value-Based Pricing, and (3) Building a Value-Based Markeing Strategy System — <download>