"Everything is worth what its purchaser will pay for it." This phrase was said many centuries ago and is still worth today. Any time customer, in fact these customers whose costs are driven by what they purchase, increasingly look to purchasing as a way to increase profits and thus pressure suppliers to reduce prices. A good example beside the one in the article is when you are going to buy a car and you start …showed first 75 words of 1036 total…

…showed last 75 words of 1036 total…By providing evidence to customers of the company's accomplishments, suppliers demonstrate their trustworthiness and commitment to customers. In this way customers feel more self-confident with the company they are doing business with. Understanding value in business is the essence of customer value management. It is also good for delivering superior values and obtain an equitable return for it. Now are you ready to choose your car's vendor. BIBLIOGRAPHY Harvard Business Review, Business Marketing, November/December 1998.