Gábor Rekettye (2019). Value Creation 4.0- Marketing Products in the 21st Century
Department of Marketing, Rabat Business School, Université Internationale de Rabat
Gábor REKETTYE (2019). Value Creation 4.0- Marketing Products in the 21st Century. Transnational Press London, 251 pp, ISBN: 978-1- 912997- 21-3. The value is an important ingredient of marketing. Providing distinctive value perception on customer’s mind is a prerequisite if the aim is to establish a long-term relationship between customers and companies. 1 Lately, the concept of value has attracted more attention to the rapid evolution of the marketing field. As the author rightly pointed out in this book, to have a better understanding of the marketing framework, managing and planning the value is important. Yet, there is still limited research that looks specifically at value management and its effect on real sector life. Therefore, Professor Reketteye and authors who contributed to this book “Value Creation 4.0 Marketing Products in 21st Century” address this gap by discussing how would be the value creation activities and what is the main effect of value on customers and their perceptions including experiences and loyalty. The book comprises 4 main parts and 14 chapters with the contribution of 15 case writers. The introduction chapter provides a brief overview of value creation and its place in the marketing field.