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Published in:
2017 | OriginalPaper | Chapter
Customer Perceived Value—A Key in Marketing of Integrated Solutions
Authors : Nina Helander, Virpi Sillanpää, Vilma Vuori, Olavi Uusitalo
Published in: Strategic Innovative Marketing
Publisher: Springer International Publishing
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Abstract
Value creation and value perception are essential concepts for a marketer—if you understand what kind of value should be created for the customer you have an edge over your competitors. The customer perceived value is not, however, an easy task to understand. It is especially complicated in case of integrated solutions, which are usually highly complex entities for customer to buy. In this paper, we examine the marketing of integrated solutions where high-technology components play a key role, paying special attention to customer value perception. In the paper, we argue that the understanding of customer value perception is remarkable in integrated solutions context and the best way to get a hold of it is through effective value analytics. We base our argumentation on an empirical case study of a company producing complex integrated solutions for their industrial customers.