ABSTRACT
This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book presents a broad retrospective analysis on the term ‘value in marketing’ taken from the perspectives of the concept of consumer value, intra- and inter- variable perspectives on value research. It investigates and analyzes the dispersed knowledge in the marketing literature to categorize various schools of thought related to the concept of value in the field of marketing. The book provides an overview of the future perspectives on value measurement. It addresses the process of internationalization of firms and the importance of networks. The book explores the impact of social media for organizations in terms of value co-creation and identifies how firms can use social media as a platform for facilitating value co-creation. It book also explores how value is created and co-created within a specific context of relationships and how this value is shaped by the social context.
