ESCP Europe

The book presents a practical framework for making business decisions based on customer value, market data, and financial performance. It introduces tools for measuring market demand, segmenting customers, assessing competitive advantages, and managing profitable customer relationships. It also highlights the importance of marketing metrics (such as customer lifetime value, market share, and profitability) to guide strategic choices. Through models and real-world examples, it demonstrates how firms can create superior value, improve marketing performance, and drive sustainable growth by consistently focusing on the marketplace.