Linking marketing strategy to customer value: implications for technology marketers

Establishing a strong link between customer value requirements and the major value-producing activities of the firm is the foundation on which the delivery of superior customer value is based. For a particular product class, customers often develop expectations about products, brands and suppliers. These value expectations are then expressed in terms of factors that drive the customers´ preferences and purchase decisions for particular products and services. This paper presents a model for linking marketing strategy to the customer values that drive purchase decisions for technology products