Outside-In Planning: How Understanding Market and Customer Needs Can Drive Business Success

According to Professor Don Schultz, outside-in planning

starts with the customer and builds backward to the brand when developing an IMC program.

is a planning approach in which a company looks at the market and its customers first, and then decides what products or services it can offer to meet those needs. In this approach, the focus is on understanding the customer’s needs and wants and developing products or services that satisfy them.

This approach is different from inside-out planning, where a company looks at its own strengths and capabilities first, and then decides what products or services to offer based on those internal factors. Outside-in planning puts the emphasis on the customer, and research and data are critical to this approach.

Understanding the market and customer needs is vital to business success. By adopting an outside-in planning approach, companies can build products and services that are more likely to resonate with their target audience. This approach can help businesses ensure that they are meeting customer needs and can ultimately lead to higher sales and customer satisfaction.

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