The best marketing strategies are not top down, they are outside in, starting with the customers’ needs and wants.Critically analyse this statement using Amazon as your case study organisation.

Task:

“The best marketing strategies are not top down, they are outside in, starting with the customers’ needs and wants.”

Critically analyse this statement using Amazon as your case study organisation. You should aim to show whether customer voice drives strategic marketing decisions in this organisation making reference to relevant academic literature in the process.

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