Elgar Advanced Introductions are stimulating and thoughtful
introductions to major fields in the social sciences, business and
law, expertly written by the world's leading scholars. Designed to
be accessible yet rigorous, they offer concise and lucid surveys of
the substantive and policy issues associated with discrete subject
areas. This visionary book presents a systematic, next-generation
approach to marketing strategy, demonstrating how success is gained
and sustained via continuous innovation to create new value for
customers. George S. Day develops the outside-in approach to
formulating strategy, while providing compelling insights into key
market stakeholders to illustrate how to sustain customer value
leadership in the face of mounting market turbulence. Key features:
Provision of customer, consumer, and competitor perspectives to
help innovate new customer value and grow faster than the market
Advances in the outside-in approach to marketing strategy
formulation, applying developments from supportive organizational
cultures, dynamic capabilities, market orientation, and design
thinking Deep insights into the evolution and progress of marketing
over the past 50 years, to help marketers better anticipate and
prepare for new organizational realities, emerging digital
technologies, and proliferating market uncertainties The
forward-looking marketing approaches explored in this Advanced
Introduction ensure that the book will be an essential resource for
students in MBA, EMBA, and Executive Education programs. Its
innovative perspectives on strategy formulation and implementation
will also benefit academics and practitioners in the fields of
marketing, management, strategy development, and innovation.
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