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.

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.

A winner of the American Marketing Association Foundation's Berry-AMA 2011 Book Prize for the best book in marketing! Shareholder value . . . core competence . . .six sigma . . . right sizing . . . These influential strategy ideas have lured many companies into a dangerous internal focus, viewing the world from the inside out. As a result, companies lose sight of the market, which leads to poor results over the long run. Inside-out thinking distracts companies from the core purpose of a business: to create and serve customers. Fulfilling that purpose can be done only by approaching strategy from the outside in. In this refreshing look at creating enduring business value, two business school professors from The Wharton School and The Fuqua School of Business, Duke University, challenge you to shift your perspective. They demonstrate that companies that adopt--and fight to keep--an outside-in view focused on customer value have grown revenue, profit, and shareholder value through both boom and bust business cycles. Applying years of research, George S. Day and Christine Moorman illustrate that an outside-in view requires constant vigilance and focus on four customer value imperatives: Be a customer value leader Innovate new value for customers Capitalize on the customer as an asset Capitalize on the brand as an asset Only companies that operate with an outside-in view from the C-suite to the front lines can expect to maximize and profit from customer value. Strategy from the Outside In puts you ahead of the competition and, just as important, keeps you there. Visit www.strategyfromtheoutsidein.com Praise for Strategy from the Outside In "Throughout P&G's long history, we have focused on the four customer value imperatives outlined in this excellent book--and are as committed to them today as ever. This is essential reading for leaders focused on making a positive difference in the world and, as a direct result, delivering growth for both the near and long term." --Robert A. McDonald, Chairman, President, and CEO, The Procter & Gamble Company "Strategy from the Outside In is thought-provoking, practical, and full of ideas on how to strengthen your company's customer value proposition." --Tom Lynch, CEO, Tyco Electronics Corporation "American Express's success has rested largely on our ability to focus on our customers and adapt to their changing needs over the past 160 years. Strategy from the Outside In is an insightful book with practical advice about how to do just that." --Jud Linville, President and CEO Consumer Services, American Express "An in-depth look into the basic premise of what, in my view, makes successful business. Certainly worth reading once and then once every year to remind all of us what keeps us in business. For marketers, a great benchmark to help focus on how to add value most effectively." --Geert van Kuyck, Executive Vice President and Chief Marketing Officer, Royal Philips Electronics "Sam Walton said 'there's only one boss--the customer'. At Walmart we try to stay focused on that every day. But how? Strategy from the Outside In provides a blueprint for how to build a trusted brand based on consistently providing superior value to customers." --Stephen Quinn, Chief Marketing Officer, Walmart "Getting your company to organize around what customers value most sounds easy in theory, but it's very hard to do consistently well. Day and Moorman provide a thoughtful, realistic, and actionable blueprint for delivering the most value to your most valuable customers." --Beth Comstock, Chief Marketing Officer, GE "Only a few books can really help marketing professionals make a difference in their organization.

This is a reproduction of a book published before 1923. This book may have occasional imperfections such as missing or blurred pages, poor pictures, errant marks, etc. that were either part of the original artifact, or were introduced by the scanning process. We believe this work is culturally important, and despite the imperfections, have elected to bring it back into print as part of our continuing commitment to the preservation of printed works worldwide. We appreciate your understanding of the imperfections in the preservation process, and hope you enjoy this valuable book.