Linking Marketing Strategy to Customer Value: Implications for Technology Marketers
- Tags:
- Customer,
- Marketing,
- Marketing Research,
- Marketing Strategy,
- Portland State University,
- Purchasing Decision
- Source:
- Portland State University
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Overview: 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.
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Format: PDF | Size: 176KB | Date: Aug 2004 | Pages: 7
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