Customer Value seems old hat and so un-marketing like in this day of Social Media, Analytics, Inbound-Outbound, Trending and Buzz. However, the successful companies that are not necessarily writing about marketing as much as the are doing it rely on a simple term, Customer Value.
As Christine says,
These are not flash-in-the-pan companies. They are the likes of Johnson & Johnson, Procter & Gamble, Fidelity, Cisco, Walmart, Amazon, Apple, IKEA, Philips, Texas Instruments, Becton Dickinson, and Tesco. These companies approach strategy from the outside in. They begin with the market, not their own capabilities. While that may sound easy, it is incredibly difficult. In the vast majority of companies inside-out thinking dominates practice and inevitably leads to eroding customer value and company profits. * These companies invest in generating and deploying unique market insights to inform and guide their outside-in view. They don't guess or fly blind. * These companies focus every part of the organization on achieving, sustaining and profiting from customer value.
Christine Moorman is the T. Austin Finch, Sr. Professor and founder of The CMO Survey at The Fuqua School of Business, Duke University. Professor Moorman is the author of over 60 journal articles, reports, and conference proceedings. She has co-edited the book Assessing Marketing Strategy Performance (with Don Lehmann) and has made over 100 presentations of her work at companies and universities all over the world. Her primary areas of activity are marketing strategy and customer-focused innovation
About the Book: How do these firms bring the outside in and profit from it? In Strategy from the Outside In: Profiting from Customer Value
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