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HOW TO REDEFINE MARKETING BY CREATING EXCEPTIONAL VALUE FOR BOTH SHAREHOLDERS AND CUSTOMERS EXECUTIVE SUMMARY This report redefines marketing in terms of share holders and customers as: "Marketing is a management process that seeks to maximize return to shareholders by developing and implementing strategies to build customer relationships of trust with high value customers and creating a competitive advantage." The report also tells us how value can be created for customers and shareholders by using value based marketing principle and taking Cadbury Schweppes as an example which became successful by creating value proposition for both customers and shareholders. Cadbury Schweppes followed the four principles by setting the right ambition, distinctive advantage, selective resource allocation, finding win-win for customer and shareholder. Creating shareholder value is then essentially about building a sustainable competitive advantage-a reason why customer prefer to buy from one company rather then the other. The only route to more shareholder value...

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