Education as a value for the customer

Education as one of the values that the company can offer the customer, has not yet been analysed in detail in the literature on marketing. However, the growing  complexity of products and services increases the demand of buyers for knowledge. Education may therefore be a comprehensive marketing tool that builds relationships with clients at all stages of their connections with the company. The aim of education is to provide customers with the knowledge and skills needed to meet the expectations associated with the product and achieve the desired effects of its use.