Day George Sutherland - Strategy from the outside in : profiting from customer value

Praise for Strategy from the Outside In

Throughout P&Gs long history, we have focused on the four customervalue imperatives outlined in this excellent bookand are as committedto them today as ever. This is essential reading for leaders focused on making a positive difference in the world and, as a direct result, deliveringgrowth for both the near and long term.

Robert A. McDonald,

Chairman, President, and CEO,

The Procter & Gamble Company

Strategy from the Outside In is thought-provoking, practical, and full ofideas on how to strengthen your companys customer value proposition.

Tom Lynch, CEO,

Tyco Electronics Corporation

American Expresss success has rested largely on our ability to focus onour customers and adapt to their changing needs over the past 160 years.

Strategy from the Outside In is an insightful book with practical adviceabout how to do just that.

Jud Linville, President and CEO

Consumer Services, American Express

An in-depth look into the basic premise of what, in my view, makessuccessful business. Certainly worth reading once and then once everyyear to remind all of us what keeps us in business. For marketers, a greatbenchmark to help focus on how to add value most effectively.

Geert van Kuyck, Executive Vice President

and Chief Marketing Officer,

Royal Philips Electronics

Sam Walton said theres only one bossthe customer. At Walmart we tryto 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 consistentlyproviding superior value to customers.

Stephen Quinn, Chief Marketing Officer,

Walmart

Getting your company to organize around what customers value mostsounds easy in theory, but its very hard to do consistently well. Day andMoorman provide a thoughtful, realistic, and actionable blueprint fordelivering the most value to your most valuable customers.

Beth Comstock, Chief Marketing Officer, GE

Only a few books can really help marketing professionals make a difference in their organization. Strategy from the Outside In falls into thiscategory. Creating superior customer value is or should be a priority of allmarketers. Day and Moorman provide a clear path for delivering on suchvalue. Most important, their work is based on the real-world successes(and failures) of organizations which they have studied.

Dennis Dunlap, CEO, American Marketing Association

Strategy from the Outside In offers a refreshing reminder that answersto managers most pressing questions always start by looking outside theorganization and meeting consumer needs better than the other guys! Itprovides a combination of solid evidence and user-friendly frameworksthat can be put to use immediately. A must-read not only for todays challenged CMO but for the rest of the C-suite as a guiding framework for theentire enterprise.

Rob Malcolm, President, Global Marketing,

Sales and Innovation, Diageo PLC

Strategy 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 refinetheir own thinking and influence their colleagues.

Greg Gordon, SVP Consumer Marketing,

Liberty Mutual

Day and Moorman advise companies to leave their comfortable positions of controlling their businesses to the uncomfortable position ofallowing 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

STRATEGY

FROM THE

OUTSIDE IN

PROFITING FROM

CUSTOMER VALUE

GEORGE S. DAY

CHRISTINE MOORMAN

New York

Chicago

San Francisco

Lisbon

London

Madrid

Mexico City

Milan

New Delhi

San Juan

Seoul

Singapore

Sydney

Toronto

To my familymy proudest legacy

George

To Ed, my touchstone, my rock, my greatest love

Chris

Copyright 2010 by George S. Day and Christine Moorman. All rights reserved. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission of the publisher.

ISBN: 978-0-07-176078-2

MHID: 0-07-176078-4

The material in this eBook also appears in the print version of this title: ISBN: 978-0-07-174229-0, MHID: 0-07-174229-8.

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