For Immediate Release
OUTSIDERS RULE
December 7/05: Unfortunately, "inside-out" thinking is the norm in the business world. Decision makers gather around conference tables, scrutinize each aspect of their organizations, and base their strategies on conclusions derived from that internal perspective. Few managers truly run their companies from the outside-in, starting with customers and prospective customers. Customers couldn't care less about a company's internal operations. Their concerns are more personal: How can a product or service help me address my concerns and meet my needs? And the majority of companies have not yet discovered a viable approach for truly understanding and addressing
these concerns.
THE OUTSIDE-IN CORPORATION presents a commonsense yet revolutionary approach for making sure that all a company's strategies and actions are designed and implemented from the perspective of its customers. Acclaimed international consultant and MIT senior lecturer Barbara Bund draws on her decades of experience working with hundreds of global organizations, from little-known start-ups to household-name juggernauts,
to explore:
- Directed approaches for using outside-in thinking to address the four key marketing areas: product, price, communication, and distribution
- How to design an outside-in strategy with a good customer-based reason for every marketplace action
- Examples of outside-in strategies at leading corporations from IBM and Dell to Procter & Gamble, FedEx, and eBay
- Insights from customer-based business innovators, including Peter Drucker, Jack Welch, Michael Dell, Kenichi Ohmae, and many others
THE OUTSIDE-IN CORPORATION reveals a proven program for developing accurate customer pictures and, through rigorous analysis and application, using those pictures to create compelling value propositions for current and potential customers. It provides readers with the tools they need to help make their organizations more intuitively responsive - and bottom-line successful - in every customer interaction.
ABOUT THE AUTHOR
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. She regularly consults with entrepreneurs and senior managers at Fortune 500 companies.
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For publicity or to arrange author interviews, please contact Doug Blair at 905-430-5134 or by email at dougb@mcgrawhill.ca. |
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