Marketing’s goal is to create value for customers and build profitable customer relationships in order to capture value back afterwards. But how does the company create this customer value? The marketing strategy addresses exactly that. It is the marketing logic by which the firm wants to create this customer value and achieve these profitable customer relationships. But consumers are in the centre of marketing. Therefore, we should not just establish a marketing strategy – it should be a customer-driven marketing strategy. How to create customer value and how to achieve profitable relationships?