Strategy from the Outside In: Profiting from Customer Value [NOOK Book]

Overview

Make customer value a C-Suite priority for lasting profits and growth



While the Great Recession ravaged the balance sheets of long-standing leaders in their respective industries, many companies have actually gained market share, grown revenues and profits, and created more value for customers. These are ...

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Strategy from the Outside In: Profiting from Customer Value

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Overview

Make customer value a C-Suite priority for lasting profits and growth



While the Great Recession ravaged the balance sheets of long-standing leaders in their respective industries, many companies have actually gained market share, grown revenues and profits, and created more value for customers. These are not flash-in-the-pan companies—world-beaters one year and stragglers the next. They are companies like Johnson & Johnson, Procter & Gamble, Fidelity, Cisco, Philips, Walmart, and Amazon.



The success of these organizations isn’t the result of a brilliant strategy for bad times; it’s the outcome of a highly effective long-term strategy that manages the company from the outside in.



In Strategy from the Outside In, George S. Day and Christine Moorman explain that the key to such lasting and highly profitable success is the ability to compete on and profit from customer value. It means operating from the outside in. It means always building strategy on market insight, and ensuring that every part of the company puts customer value first.



Applying years of research, Day and 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




Day and Moorman take you from theory to practice, with an emphasis on real world stories, practical models, and useable metrics so that you can profit from customer value. From the outside in.

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Product Details

  • ISBN-13: 9780071760782
  • Publisher: McGraw-Hill Education
  • Publication date: 7/23/2010
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 1
  • Pages: 304
  • Sales rank: 744,275
  • File size: 4 MB

Meet the Author

George S. Day is the Geoffrey T. Boisi Professor and codirector of the Mack Center for Technological Innovation at The Wharton School, University of Pennsylvania. Chairman of the board for the American Marketing Association, he is a former executive director of the Marketing Science Institute and has served as a consultant to GE, IBM, Metropolitan Life, Marriott, and other corporations. His books include Peripheral Vision, Wharton on Managing Emerging Technologies, and The Market Driven Organization. Day lives in Bryn Mawr, PA.

Christine Moorman is the T. Austin Finch, Sr. Professor and founder and director of The CMO Survey (www.cmosurvey.org) at The Fuqua School of Business, Duke University. Former member of the board of directors of the American Marketing Association and trustee for the Marketing Science Institute, she coedited the book Assessing Marketing Strategy Performance, authored more than 60 journal articles, reports, and conference proceedings, and speaks at universities and companies around the world. Moorman lives in Chapel Hill, NC.

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Table of Contents

Introduction

Chapter 1. Strategy from the Outside In

Chapter 2. Profiting from Customer Value

Chapter 3. Imperative One: Be a Customer Value Leader

Chapter 4. Becoming a Customer Value Leader

Chapter 5. Imperative Two: Innovate New Value for Customers

Chapter 6. Innovating New Value for Customers

Chapter 7. Imperative Three: Capitalize on the Customer as an Asset

Chapter 8. How to Capitalize on the Customer as an Asset

Chapter 9. Imperative Four: Capitalize on the Brand as an Asset

Chapter 10. How to Capitalize on the Brand as an Asset

Chapter 11. Market Insights and the Customer Value Imperatives

Chapter 12. Organizing to Compete on the Customer Value Imperatives

Chapter 13. Leading for Customer Value
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