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NEW from the bestselling HBR’s 10 Must Reads series. Stop pushing products—and start cultivating relationships with the right customers. If you read nothing else on marketing that delivers competitive advantage, read these 10 articles. We’ve combed through hundreds of articles in the Harvard Business Review archive and selected the most important ones to help you reinvent yo NEW from the bestselling HBR’s 10 Must Reads series. Stop pushing products—and start cultivating relationships with the right customers. If you read nothing else on marketing that delivers competitive advantage, read these 10 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 • End the war between sales and marketing Looking for more Must Read articles from Harvard Business Review? Check out these titles in the popular series: HBR’s 10 Must Reads: The Essentials HBR’s 10 Must Reads on Communication HBR’s 10 Must Reads on Collaboration HBR’s 10 Must Reads on Innovation HBR’s 10 Must Reads on Leadership HBR’s 10 Must Reads on Making Smart Decisions HBR’s 10 Must Reads on Managing Yourself HBR’s 10 Must Reads on Teams


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NEW from the bestselling HBR’s 10 Must Reads series. Stop pushing products—and start cultivating relationships with the right customers. If you read nothing else on marketing that delivers competitive advantage, read these 10 articles. We’ve combed through hundreds of articles in the Harvard Business Review archive and selected the most important ones to help you reinvent yo NEW from the bestselling HBR’s 10 Must Reads series. Stop pushing products—and start cultivating relationships with the right customers. If you read nothing else on marketing that delivers competitive advantage, read these 10 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 • End the war between sales and marketing Looking for more Must Read articles from Harvard Business Review? Check out these titles in the popular series: HBR’s 10 Must Reads: The Essentials HBR’s 10 Must Reads on Communication HBR’s 10 Must Reads on Collaboration HBR’s 10 Must Reads on Innovation HBR’s 10 Must Reads on Leadership HBR’s 10 Must Reads on Making Smart Decisions HBR’s 10 Must Reads on Managing Yourself HBR’s 10 Must Reads on Teams

30 review for HBR's 10 Must Reads on Strategic Marketing (with featured article “Marketing Myopia,” by Theodore Levitt)

  1. 5 out of 5

    Visnja Zeljeznjak

    This compilation of best strategic marketing advice consists of the following articles: Rethinking Marketing - https://hbr.org/2010/01/rethinking-ma... Branding in the Digital Age - https://hbr.org/2010/12/branding-in-t... Marketing Myopia - https://hbr.org/2004/07/marketing-myopia Marketing Malpractice: The Cause and the Cure - https://hbr.org/2005/12/marketing-mal... The Brand Report Card - https://hbr.org/2000/01/the-brand-rep... The Female Economy - https://hbr.org/2009/09/the-female-ec... Custome This compilation of best strategic marketing advice consists of the following articles: Rethinking Marketing - https://hbr.org/2010/01/rethinking-ma... Branding in the Digital Age - https://hbr.org/2010/12/branding-in-t... Marketing Myopia - https://hbr.org/2004/07/marketing-myopia Marketing Malpractice: The Cause and the Cure - https://hbr.org/2005/12/marketing-mal... The Brand Report Card - https://hbr.org/2000/01/the-brand-rep... The Female Economy - https://hbr.org/2009/09/the-female-ec... Customer Value Propositions in Business Markets - https://hbr.org/2006/03/customer-valu... Getting Brand Communities Right - https://hbr.org/2009/04/getting-brand... The One Number You Need to Grow - https://hbr.org/2003/12/the-one-numbe... Ending the War Between Sales and Marketing - https://hbr.org/2006/07/ending-the-wa... I've listened to the audio version and I'd listen to another HBR "10 Must Reads" compilation again. They're very well selected, and easy to follow. I particularly liked the evergreen marketing advice in: - Customer Value Propositions in Business Markets - Marketing Malpractice: The Cause and the Cure - Marketing Myopia - The One Number You Need to Grow (this one is about the Net Promoter Score, something Silicon Valley startups have widely adopted as the one and only predictor of growth). I'm glad I've purchased this title because I don't think I'd ever read the text articles.

  2. 5 out of 5

    Anthony

    • Value proposition should be simple and powerfully captivating at the same time • Superior on the few elements that matter most to target customers • Show points of difference directly related to the needs of the customers • Compare with competition. Show in simple terms why you are better than competition • Back up all your claims (reviews, recommendations) • Invest time in understanding customer unique requirements and preferences • Brand report card- a tool showing how your brand stacks up on the • Value proposition should be simple and powerfully captivating at the same time • Superior on the few elements that matter most to target customers • Show points of difference directly related to the needs of the customers • Compare with competition. Show in simple terms why you are better than competition • Back up all your claims (reviews, recommendations) • Invest time in understanding customer unique requirements and preferences • Brand report card- a tool showing how your brand stacks up on the 10 traits shared by the world’s strongest brands • How consistent are your marketing messages? • Understand why customers hire you or your product. What is the purpose? • Milk shake- breakfast, as to distract children • With a few exceptions, every job people need or want to do has a social, a functional, and an emotional dimension • Understand what is the target stage in the decision journey you want to influence and use appropriate channels • Marketing data should be tracked at differing levels- aggregate, segments, individual (customer life time value) • Customer equity is a good proxy for company value • Customers can suffer from feature fatigue, which hurts future sales • CRM must be analyzed by departments responsible for customers • The best CRM managers should have a broad training in social sciences and marketing • Rotation – everyone should be rooted to reality. Spend a week working in stores • Chief Customer Officer – responsible for designing and executing the firm’s customer relationship strategy and overseeing all customer facing functions • Tailor products to customer events- birthdays, wedding celebrations, etc • Engage with customers in two-way communication. Building relationships • Cultivation of a customer rather than pushing a product is an objective of a company

  3. 4 out of 5

    Vishal Kale

    On Strategic Marketing" is one of the Harvard Business Review's 10 must read series. The book contains papers and articles from the 1970s upto the current day, and looks at various aspects of marketing. To the average manager, the book acts as an tool that stimulates thought, and is a delight to read. To the avid strategy student, the book in question leaves one desiring for more. This represents the first HBR Book I have read, and it was worth it, despite some disappointments. I would, personall On Strategic Marketing" is one of the Harvard Business Review's 10 must read series. The book contains papers and articles from the 1970s upto the current day, and looks at various aspects of marketing. To the average manager, the book acts as an tool that stimulates thought, and is a delight to read. To the avid strategy student, the book in question leaves one desiring for more. This represents the first HBR Book I have read, and it was worth it, despite some disappointments. I would, personally have loved a more detailed research backed by charts and numbers, or examples; but the content, as it currently stands, is sufficiently engaging, intuitively reasonable and deeply thought provoking for it to be worth a read. The one thing that hit me the hardest was the examples in the book were all American {Obviously!}, which left me wanting some top-quality research on the Indian Market and its realities, which would have made the content far more powerful...

  4. 5 out of 5

    Mindaugas Cekauskas

    Good to freshen up on some of the classics, but otherwise a bit outdated.. nearly all the articles are at least 10 years old, making examples hardly relevant.

  5. 5 out of 5

    Ahmed E.

    I liked this book. I like this book. I will always like this book. I used to call myself a marketing person but after reading this book. I discovered that I was far away from marketing techniques and I was drown to my knees in selling techniques and how to close the sales. If you want to end the war between selling and marketing then you really need to read this book.

  6. 5 out of 5

    Fahasa

    f you read nothing else on marketing that delivers competitive advantage, read these 10 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 job f you read nothing else on marketing that delivers competitive advantage, read these 10 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 - End the war between sales and marketing https://www.fahasa.com/

  7. 4 out of 5

    Rodney Shae Andrews

    Articles are a bit dated, and concepts are fairly high level. The two key ones I really appreciated were the timeless classic of “Marketing Myopia “ and the slightly more recent “The One Number You Need yo Grow”. If you’ve never taken a marketing course this is a good intro to the field but not as relevant for those with more background due to the relatively dated and established info in the articles.

  8. 5 out of 5

    Erin

    I love all the HBR "Must Read" books and this one is no exception. It genuinely is a must read for anyone working in marketing or product marketing (like myself). Many of the articles/ essays are fairly recent, but there is one originally published in 1960! It's incredible how relevant it still is. That particular essay focused on the "myth of the growth industry". I got a lot out of this read and highly recommend it.

  9. 4 out of 5

    Peter

    HBR’s strategic marketing articles describe what is common practice in today’s marketing world. Therefore most modern companies use techniques as described in this book to achieve better market performance. Articles range chronologically from the 1960ies to the mid 00s but the message always feels relevant. A good primer for the MBA student.

  10. 4 out of 5

    Ethan

    Extremely cogent and well-documented analysis of marketing trends, at least according to my lights. Had a difficult time believing that one of the articles, written in the 1960's, could still be so entirely relevant to today's market. Highly recommended read for design or data-oriented thinkers.

  11. 4 out of 5

    Sara

    Great teaching tool with articles with many messages that have endured through changing times. Great for marketing & strategy students and those in marketing and/or strategy careers. Great teaching tool with articles with many messages that have endured through changing times. Great for marketing & strategy students and those in marketing and/or strategy careers.

  12. 5 out of 5

    Eduardo

    Bien, un poco outdated pero bien.

  13. 4 out of 5

    Vineet Sethi

    Dated, every article is a decade old

  14. 5 out of 5

    Jo

    Very basic and in my personal opinion touching on a surface the topic.

  15. 5 out of 5

    Frederico Carvalho

    Dos raros livros de marketing que li 2x e com atenção redobrada. A compilação de textos essencialmente de 2014 a 2016, não peca por desatualização. Reflexões e estudos muito interessantes.

  16. 4 out of 5

    Victor Volpe

    Good collection of famous articles. Serves to refresh some basic principles as well as discover new ones. A good starter for those who want to learn the fundamentals of marketing.

  17. 4 out of 5

    Alice

    read for a class, nice, simple just detailed enough to give you an overview of the topics. perfect for a classroom

  18. 5 out of 5

    San

    All the articles are almost 10 years old. It still have some good points that still nowadays many companies should apply to their marketing strategies.

  19. 4 out of 5

    Jen

    I normally hate business books; most of them seem to be filled with new buzzwords and old (not necessarily useful) ideas. This collection of essays on strategic marketing, however, was both interesting and helpful. Some of the digital marketing information is a little out-dated (several essays are pre-2010), but it was a worthwhile read overall. Most insightful: Getting Brand Communities Right -- I'm a sucker for community development and engagement. I thought the lists of community roles and sc I normally hate business books; most of them seem to be filled with new buzzwords and old (not necessarily useful) ideas. This collection of essays on strategic marketing, however, was both interesting and helpful. Some of the digital marketing information is a little out-dated (several essays are pre-2010), but it was a worthwhile read overall. Most insightful: Getting Brand Communities Right -- I'm a sucker for community development and engagement. I thought the lists of community roles and scripts were insightful and helpful for recognizing how a community works. I spent much of my reading time thinking about how I see these roles and scripts play out in communities in my own life. Most helpful: Customer Value Propositions in Business Markets -- I come from a user experience background so it was extremely helpful to learn about customer value propositions. I can see strong connections with UX: different terminology but similar aims. To truly serve your users/customers, it's imperative to understand what they're trying to accomplish AND to clearly show them how you can help them be successful. Like with UX, you can't just assume that features are self-explanatory or even useful to the customer. Most interesting: The Female Economy -- It's both disheartening and heartening that this essay was included. Women have a lot of purchasing power and it's important to listen to their needs in the same way you would listen to any market segment. Written in 2009 and yet Financial Services is still struggling with how to market to women.

  20. 4 out of 5

    Robert Gebhardt

    Definitely some gems in this book. Marketing Myopia and The One Number You Need to Grow were probably the best articles in here. The Brand Report Card and Marketing Malpractice were excellent as well.

  21. 5 out of 5

    Laylalk

    Stimulating reads but found many of the articles dated and blurring the lines between sales support and true marketing. Worth the read but not entirely relevant for many progressive companies in 2016.

  22. 5 out of 5

    Bruno Rio

    A very interesting collection of articles on several Marketing subjects. No time waste here HBR quality. Universal and timeless challenges that need to be addressed by any serious marketing manager

  23. 5 out of 5

    Selçuk Çelikel

    Ten articles that explains the basic approaches to understand how to think in marketing

  24. 5 out of 5

    PS Chua

    High-level strategy concepts that is suitable for C-level executives or entrepreneurs. Very practical though with diagrams, checklists and summaries in every chapters for a quick read.

  25. 4 out of 5

    Dude-von Dudenstein

    absolute gem, particularly pay attention to marketing myopia. I work for Google and most of the anecdotes are so true within my company.

  26. 4 out of 5

    Zach S.

    8 out of the 10 articles were absolute winners, and the other two held some good insights as well.

  27. 4 out of 5

    Joe Murphy

    Great supplement to our Strategic Marketing Management course

  28. 5 out of 5

    Jess Kang

    The marketing insights are so far-reaching..

  29. 4 out of 5

    Marcelo Antunes

  30. 5 out of 5

    John R. Romero

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