HBR's 10 Must Reads on Strategic Marketing: HBR's 10 Must Reads Series
- 6h 48m 5s
- Clayton M. Christensen, Fred Reichheld, Harvard Business Review, Philip Kotler, Theodore Levitt
- Gildan Media
Stop pushing products―and start cultivating relationships with the right customers.
If you read (or listen to) nothing else on marketing that delivers competitive advantage, listen to these ten articles. We've combed through hundreds of articles in the Harvard Business Review archive and selected the most important ones to help you reinvent your marketing by putting it—and your customers—at the center of your business.
Leading experts such as Ted Levitt and Clayton Christensen provide the insights and advice you need to: figure out what business you're really in; create products that perform the jobs people need to get done; get a bird's-eye view of your brand's strengths and weaknesses; tap a market that's larger than China and India combined; deliver superior value to your B2B customers; and end the war between sales and marketing.
About the Author
Harvard Business Review is the leading destination for smart management thinking. Through its flagship magazine, 11 international licensed editions, books from Harvard Business Review Press, and digital content and tools published on HBR.org, Harvard Business Review provides professionals around the world with rigorous insights and best practices to lead themselves and their organizations more effectively and to make a positive impact.
In this Audiobook
Chapter 1 - Rethinking Marketing Roland T. Rust, Christine Moorman, and Gaurav Bhalla
Chapter 2 - Branding in the Digital Age David C. Edelman
Chapter 3 - Marketing Myopia Theodore Levitt
Chapter 4 - Marketing Malpractice Clayton M. Christensen, Scott Cook, and Taddy Hall
Chapter 5 - The Brand Report Card Kevin Lane Keller
Chapter 6 - The Female Economy Michael J. Silverstein and Kate Sayre
Chapter 7 - Customer Value Propositions in Business Markets James C. Anderson, James A. Narus, and Wouter van Rossum
Chapter 8 - Getting Brand Communities Right Susan Fournier and Lara Lee
Chapter 9 - The One Number You Need to Grow Frederick F. Reichheld
Chapter 10 - Ending the War Between Sales and Marketing Philip Kotler, Neil Rackham, and Suj Krishnaswamy