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Who is the customer in the "customer value?": Inherent problems in the marketing of advertising media
Jönköping University, Jönköping International Business School, JIBS, EMM (Entrepreneurship, Marketing, Management). Jönköping University, Jönköping International Business School, JIBS, Media Management and Transformation Centre.ORCID iD: 0000-0002-0301-9765
2009 (English)In: JMM - The International Journal on Media Management, ISSN 1424-1277, Vol. 11, no 3-4, 124-134 p.Article in journal (Refereed) Published
Abstract [en]

Customer orientation has been suggested to create competitive advantage of firms (Kohli & Jaworski, 1990). Therefore, the recommendation to media managers has been to let the creation and delivery of customer value guide their strategies for advertising sales (Aris & Bughin, 2005). However, the concept of customer value, what it is, and how it is created remains unclear in many ways. This article explores the concept of customer value in advertising media purchasing from the media seller's perspective. Between December 2007 and February 2008, sales representatives from three Swedish TV networks were studied through in-depth interviews and observations as they progressed through a negotiation process with a large advertiser and its media agency. A qualitative analysis of the media sellers' experiences shows that they see advertiser and agency to perceiving the value of advertising media differently. Also, they see the customer side parties as diverging in the processes by which these value perceptions are formed. The article reveals the inherent problem of customer orientation on advertising markets—that within media purchasing practice, several actors have their own idea of value, and an advertiser's understanding of value is not always a decisive factor. The TV networks in the study have all chosen different strategies to deal with these dualities.

Place, publisher, year, edition, pages
Routledge , 2009. Vol. 11, no 3-4, 124-134 p.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-10816DOI: 10.1080/14241270903278850OAI: oai:DiVA.org:hj-10816DiVA: diva2:275151
Available from: 2009-11-03 Created: 2009-11-03 Last updated: 2015-08-20Bibliographically approved

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Publisher's full texthttp://www.mediajournal.org/ojs/index.php/jmm/article/view/109

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
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