Abstract
There is only one starting point for Total Action: the customer. Fatal Inaction is characterised by failure at the interface between the organisation and its customers. The optimal route to Total Action begins with discovery-or rediscovery-of the customer.
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© 2000 Springer-Verlag Berlin Heidelberg
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Vervest, P., Dunn, A. (2000). Engaging outside-in: the route to Total Action. In: How to Win Customers in the Digital World. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-57141-1_5
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DOI: https://doi.org/10.1007/978-3-642-57141-1_5
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-63065-1
Online ISBN: 978-3-642-57141-1
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