In marketing, a customer value proposition  consists of the sum total of benefits which a vendor promises a customer will receive in return for the customer's associated payment Customer Value Management was started by Ray Kordupleski in the 1980s and discussed in his book, Mastering Customer Value Management. A customer value proposition is a business or marketing statement that describes why a customer should buy a product or use a service. It is specifically targeted towards potential customers rather than other constituent groups such as employees, partners or suppliers. Similar to the unique selling proposition, it is a clearly defined statement that is designed to convince customers that one particular product or service will add more value or better solve a problem than others in its competitive set . A good customer value proposition will provide convincing reasons why a customer should buy a product, and also differentiate your product from competitors. Gain...