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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 assetOnly 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 InThroughout 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 CompanyStrategy 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 CorporationAmerican 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 ExpressAn 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 ElectronicsSam 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, WalmartGetting 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, GEOnly a few books can really help marketing professionals make a difference in their organization. Strategy from the Outside In falls into this category. Creating superior customer value is or should be a priority of all marketers. Here, Day and Moorman provide a clear path for delivering on such value. Most important, their work is based on the real-world successes (and failures) of organizations which they have studied. --Dennis Dunlap, CEO, American Marketing AssociationStrategy from the Outside In offers a refreshing reminder that answers to managers\' most pressing questions always start by looking outside the organization and meeting consumer needs better than the other guys! It provides a combination of solid evidence and user-friendly frameworks that can be put to use immediately. A must-read not only for today\'s challenged CMO but for the rest of the C-suite as a guiding framework for the entire enterprise. --Rob Malcolm, President, Global Marketing, Sales and Innovation, Diageo PLCStrategy from the Outside In provides a handbook to re-imagine a business through the eyes of customers. It is full of current case studies, research, and practical frameworks that senior marketers can use to refine their own thinking and influence their colleagues. --Greg Gordon, SVP Consumer Marketing, Liberty MutualDay and Moorman advise companies to leave their comfortable positions of controlling their businesses to the uncomfortable position of allowing their customers control. This is a book only for companies courageous enough to listen to their customers instead of themselves. --Ron Nicol, Senior Partner and Managing Director, Boston Consulting Group What will happen when retiring Boomers free up jobs? How will Generation Y alter housing and transportation? Which states will have the most dynamic workforces when the Millennials settle into their careers? The next generational wave is shaking up the rank and file. How will it all affect you? Demographics not only define who we are, where we live, and how our numbers change, but--for those who can read beyond the raw figures--they open up hidden business opportunities that lie ahead. In Upside, demographer Kenneth Gronbach has put this powerful yet little-understood science to work finding the answers to all these questions and more. After synthesizing reams of data to show how the different generations have impacted and will continue to impact markets and economies, Gronbach has provided for readers the lively and certainly surprising answers. Find out:What each age cohort is likely to buy both now and in the futureWhat sectors are likely to grow or lagHow profits dovetail with consumer numbersHow to make sense of the numbers to chart your own pathAnd more!Whether you are an investor, marketer executive, or entrepreneur, the comprehensive data and findings in Upside will help you target promising trends, spot the potential for profits, and discover hidden business opportunities you would not have found previously. The Desired Brand Effect Stand Out in a Saturated Market with a Timeless Brand The business world is a competitive market and big businesses make extremely large amounts of money. So how can you as an entrepreneur and small business person compete with this . . . ?. . . with Niche Marketing of courseAs an entrepreneur and small business owner, you have the ability to find a perfect niche market that the large businesses have overlooked, don\'t have time for or wouldn\'t be profitable enough for them. And whether it\'s a service or product, you can capitalize on areas where people are eager to buy and willing to spend whatever money is necessary to get what they want.quotMastering Niche Marketingquot is the most complete single-volume guide to developing a unique business. It includes step-by-step, easy to follow strategies and techniques that will assist in identifying an idea in demand, creating a product, and how to promote it - making money in the process Here is a small sample of what you8217ll discover within the pages of this book:Discover 2 mistakes that inexperienced individuals fail to do when attempting to choose a potentially profitable niche market. Warning: You\'re doomed to fail if you do not fully grasp the explanation.Having difficulties coming up with a niche idea? Drastically improve your brainstorming sessions with these 9 thought-provoking questionsDetermining the profitability of your niche market is crucial to the success of your business, so before you accept any financial risk with your business - learn 15 of the most common fees that new business owners tend to forget about.Difficulties finding a profitable market? Here are 9 tested and effective business models that\'ll prevent you from having to re-invent the wheel so you can start generating a passive income streamDiscover 11 proven money-making methods that8217ll result in your customers gladly \'handing over\' their money using the \'oldest trick\' in the book. Integrate it properly within your sales process and this will be how you make the bulk of your profits.9 highly proven techniques you can use to persuade your visitors to click through to your site, thus improving your traffic and increasing your potential for sales.Understand this aspect about your customers and it8217ll result in their loyalty to you for a lifetime as they will continually purchase from you again and again.