Strategy from the Outside In: Profiting from Customer Value

04Introduction Chapter 1. Strategy from the Outside InChapter 2. Profiting from Customer ValueChapter 3. Imperative One: Be a Customer Value LeaderChapter 4. Becoming a Customer Value LeaderChapter 5. Imperative Two: Innovate New Value for CustomersChapter 6. Innovating New Value for CustomersChapter 7. Imperative Three: Capitalize on the Customer as an AssetChapter 8. How to Capitalize on the Customer as an AssetChapter 9. Imperative Four: Capitalize on the Brand as an AssetChapter 10. How to Capitalize on the Brand as an AssetChapter 11. Market Insights and the Customer Value ImperativesChapter 12. Organizing to Compete on the Customer Value ImperativesChapter 13. Leading for Customer Value02PhD George S. Day is a marketing professor at The Wharton School. He is widely recognized as the father of market-driven strategy.01Christine Moorman is the T. Austin Finch, Sr. Professor and founder and director of The CMO Survey at The Fuqua School of Business, Duke University. Former member of the board of directors of the American Marketing Association and trustee for the Marketing Science Institution, she coedited the book Assessing Marketing Strategy Performance, authored more than 60 journal articles, reports, and conference proceedings, and speaks at universities and companies around the world. Moorman lives in Chapel Hill, NC.