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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
About the Author
For over 30 years, Bob has worked with Senior Executive Teams and Boards on their most vital strategic and organizational challenges, both as a consultant and a corporate executive. He is considered one of the world's leading strategic facilitators, having designed and conducted offsites in sixteen countries with companies ranging from Fortune 10 multinationals to German mittelstand family businesses.
Bob is the author of four Harvard Business Review articles: Off-Sites That Work (June 2006, co-authored with Logan Chandler), When Teams Can't Decide (November 2008), Who Really Makes The Big Decisions in Your Company? (December 2011), and Leadership Summits That Work (March 2015, co-authored with Cary Greene). HBR named When Teams Can't Decide one of ten 'must read' articles on teams
CLAYTON M. CHRISTIENSEN is an associate professor of business administration at the Harvard Business School. Prior to joining the Harvard faculty, he was chairman and president of Ceramics Process Systems Corporation. He holds degrees from Brigham Young University and Oxford University, where he studied as a Rhodes scholar. He lives in Belmont, Massachusetts.
Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University. Although best known as a marketing guru, Kotler trained as an economist. He did his master’s studies at the University of Chicago under famed Nobel laureate and free-market evangelist Milton Friedman before moving to MIT to pursue a Ph.D. under Paul Samuelson and Robert Solow, two Nobel Prize-winning Keynesian economists. He is the author of more than fifty Books and Magazines, including the bestselling Marketing Management, and lives in Chicago.
Series: HBR's 10 Must Reads
Paperback: 224 pages
Publisher: Harvard Business Review Press (April 2, 2013)
Product Dimensions: 0.8 x 5.5 x 8.2 inches
Shipping Weight: 7.2 ounces
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