Abstract
Want more revenue, contribution, and profits? Then start managing, measuring, and optimizing the most crucial driver: Customer Value Added (CVA®). In Value Above Cost, award-winning professor and top consultant Donald E. Sexton demonstrates why CVA® is such a powerful tool for quantifying customer value and the business activities that achieve it. Using CVA®, Sexton demonstrates how to systematically and incontrovertibly link your company's marketing and branding activities to business financial performance—and build a marketing accountability scoreboard that tracks your effectiveness every step of the way. Sexton draws on his experiences working with enterprises of all sizes, from startups to the Fortune 500, sharing powerful insights drawn from disciplines ranging from marketing and economics to finance and beyond. He illustrates these ideas with cases contributed by numerous successful managers. Along the way, he offers a complete blueprint for CVA® maximization: one that will be indispensable to CEOs, CMOs, CFOs, strategists, managers, and entrepreneurs alike.