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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.
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