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George S. Day is the Geoffrey T. Boisi Professor and co-director of the Mack Center for Technological Innovation at The Wharton School, University of Pennsylvania. Chairman of the Board for the American Marketing Association and former Executive Director of the Marketing Science Institute, he has been a consultant to GE, IBM, Metropolitan Life, Marriott, and other corporations. His books include Peripheral Vision, Wharton on Managing Emerging Technologies, and The Market Driven Organization.
Christine Moorman is the T. Austin Finch, Sr. Professor and founder and director of The CMO Survey (www.cmosurvey.org) 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 around the world.
|Seeing Outside In: Shifting Your Perspective||p. 1|
|Strategy from the Outside In||p. 3|
|Profiting from Customer Value||p. 23|
|Operating Outside In: The Four Customer Value Imperatives||p. 43|
|The First Imperative: Be a Customer Value Leader||p. 45|
|Becoming a Customer Value Leader||p. 65|
|The Second Imperative: Innovate New Value for Customers||p. 89|
|Innovating New Value for Customer||p. 107|
|The Third Imperative: Capitalize in the Customer as an Asset||p. 127|
|Capitalizing on the customer as an Asset||p. 145|
|The Fourth Imperative: Capitalize on the Brand as an Asset||p. 167|
|Capitalizing on the Brand as an Asset||p. 189|
|Living Outside In: Bringing It All Together||p. 209|
|Market Insights and the Customer Value Imperatives||p. 211|
|Organizing to Compete on the Customer Value Imperatives||p. 231|
|Leading for Customer Value||p. 253|
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