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About the author:
For decades Barbara E. Bund has specialized in marketing strategy, as a consultant and as a professor. As explained in The Outside-in Corporation (Second edition 2014; First edition published by McGraw-Hill in English and Spanish in 2006 and, authorized by McGraw-Hill, in Chinese in 2007), she focuses on the challenge of driving an organization's marketplace strategy and tactics clearly and explicitly from the perspective of the customer - from the outside in. While acknowledging that the outside-in perspective is often difficult to achieve and to maintain, she argues that it is also critical to marketplace success.
Dr. Bund has been an independent consultant since 1987. Since 1991 she has taught at the Massachusetts Institute of Technology Sloan School of Management. Prior to MIT, she spent three years at the consulting firm Index Systems (where she was a vice president) and eleven years as a professor at Harvard Business School. She holds a Ph.D. from Harvard University and an A.B. from Radcliffe College. She has published numerous articles and eight books. In addition to The Outside-in Corporation, her best known publications are "Build Customer Relationships that Last" (Harvard Business Review) and Winning and Keeping Industrial Customers (Lexington Books). Those publications introduced the framework of transaction customers and relationship customers (which has been widely used and which is discussed briefly in The Outside-in Corporation).
The Outside-in Corporation
Barbara E. Bund
The Outside-in Corporation (second edition 2014) is about bad news and good news.
The bad news is that few managers actually run their companies from the outside in, starting with customers and prospective customers and making sure that all their strategies and actions are chosen and implemented from a strong customer perspective.
The good news is that the outside-in discipline, a commonsense yet revolutionary approach explained and explored in The Outside-in Corporation, can turn the bad news into opportunity. If your rivals get it wrong by taking an inside-out perspective, you can gain a competitive edge by transforming your company into an outside-in corporation, using the insights, principles, and actions in this book.
The Outside-in Corporation first considers the bad inside-out habit in order to explain why the bad news is so common. The majority of the book then describes and explores the solution - the outside-in discipline. It provides an approach for achieving the outside-in perspective in the real business world, where managers never have nearly as much hard data about customers as they need, and where everything (including customers) keeps changing.
- Publication Date:
- 0989874400 / 9780989874403
- Page Count:
- Binding Type:
- US Trade Paper
- Trim Size:
- 6" x 9"
- Black and White
- Related Categories:
- Business & Economics / Marketing / General