Outside-in marketing: Why, when and how?

Volume: 89, Pages: 102 - 104
Published: Aug 1, 2020
Abstract
We explore the nature and evolution of outside-in marketing. Outside-in is the marketing view of strategy, with inside-out being the traditional view. We show how outside-in and inside-out clash culturally, and trade off strategically, especially in service. Technological advances in communications and information technology have enabled closer relationships with customers, and “big data” for managing those relationships. The marketing function...
Paper Details
Title
Outside-in marketing: Why, when and how?
Published Date
Aug 1, 2020
Volume
89
Pages
102 - 104
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