Publications by Don Sexton

Value Above Cost:
Driving Superior Financial Performance
with Customer Value Added (CVA), the
Most Important Metric You've Never Used

Marketing drives an organization's financial perfor- mance. In this book, Value Above Cost, Professor Donald Sexton explains how to:

• Evaluate the financial impact of all your marketing efforts with one key metric
• Make marketing decisions based on what will happen not on what has already happened
• Target and position your products and services for maximum effect
• Price, advertise, and sell for optimal contribution
• Make marketing budget decisions on a solid foundation