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.