The Outside-In Corporation

How to Build a Customer-Centric Organization for Breakthrough Results

Barbara E. Bund - Collection Business

340 pages, parution le 12/12/2005

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Résumé

Drawing on insights from Dell, FedEx and eBay, a leading business innovator shows you how to transform your company, putting customer needs at the center

Business strategies and company-wide initiatives must be based on customer needs, even when little hard customer information is available. The Outside-In Corporation helps you develop "customer pictures" and, through rigorous customer analysis, create unique value propositions. Barbara Bund, recognized as an innovator in both academia and business, outlines techniques for devising and implementing customer-based strategy, pricing, communication, and distribution initiatives that will drive success in the marketplace by building or remaking a business "from the outside in."

L'auteur - Barbara E. Bund

Barbara Bund, Ph.D., is a senior lecturer at MIT Sloan School of Management. Credited by Philip Kotler with popularizing the term relationship marketing, Bund has also taught at Harvard and is the author of Winning and Keeping Industrial Customers as well as other books and articles.

Sommaire

Preface: Outside In, Not Inside Out
The Bad Habit of Inside-Out Thinking
The Outside-In Discipline
Customers Are Frustrating
Pictures of Customers
Better Pictures of Customers
Outside-In Strategy
Outside-In Product Decisions
Outside-In Pricing
Outside-In Communication
Outside-In Channels of Distribution
Researching Customers
Choosing Markets, Customers, and Partners
The Outside-In Corporation
Notes
Index

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Mc Graw Hill
Auteur(s)	Barbara E. Bund
Collection	Business
Parution	12/12/2005
Nb. de pages	340
Format	15,5 x 23,5
Couverture	Broché
Poids	690g
Intérieur	Noir et Blanc
EAN13	9780071459310
ISBN13	978-0-07-145931-0