The question is a two-fold one, with parts 1 and 2 respectively.

Part 1: 

 “The best marketing strategies aren’t top-down, they’re outside in, starting with  the customers’ needs and wants.” Critically analyze this statement using Amazon as your case study organization. You should aim to show whether customer's voice drives  strategic marketing decisions in this organisation making reference to relevant  academic literature in the process

Part 2:

 Provide a critical self-reflection of the process of completing assignment 1. 

Please find attached details of parts 1 and 2 of the above-mentioned tasks.