Outside-in

Outside-in is a term used to refer to the process whereby some managers first design strategies based around market/audience needs, and treat the product/internal issues as a secondary consideration. Can apply to a variety of marketing (including communication) activities. See inside-out.

Definitions

According to the Marketing Communications by Fill (5th edition),

Outside-in. A term used to refer to the process whereby some managers first design strategies based around market/audience needs, and treat the product/internal issues as a secondary consideration. Can apply to a variety of marketing (including communication) activities. See inside-out.