The Outside-In Corporation: How to Build a Customer-centric Organization fro Breakthrough Results

Drawing on insights from Dell, FedEx and eBay, a leading business innovator shows you how to transform your company, putting customer needs at the center

Business strategies and company-wide initiatives must be based on customer needs, even when little hard customer information is available. The Outside-In Corporation helps you develop “customer pictures” and, through rigorous customer analysis, create unique value propositions. Barbara Bund, recognized as an innovator in both academia and business, outlines techniques for devising and implementing customer-based strategy, pricing, communication, and distribution initiatives that will drive success in the marketplace by building or remaking a business “from the outside in.”

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.