The authors explain what a value proposition is and how to build and deliver one. They argue that, contrary to the norm, value propositions cannot rest on unsupported marketing claims, but must be created at a strategic level and expressed in measurable terms.
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The authors explain what a value proposition is and how to build and deliver one. They argue that, contrary to the norm, value propositions cannot rest on unsupported marketing claims, but must be created at a strategic level and expressed in measurable terms.
Read Less