HBR’s 10 Must Reads Ultimate Boxed Set

3040 Pages·2017·13.75 MB·english

by  misc. authors

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Contents

HBR’s 10 Must Reads on Strategic Marketing

HBR’s 10 Must Reads on Leadership

HBR’s 10 Must Reads on Managing Across Cultures

HBR’s 10 Must Reads on Teams

HBR’s 10 Must Reads: The Essentials

HBR’s 10 Must Reads on Managing People

HBR’s 10 Must Reads on Emotional Intelligence

HBR’s 10 Must Reads on Collaboration

HBR’s 10 Must Reads on Innovation

HBR’s 10 Must Reads on Making Smart Decisions

HBR’s 10 Must Reads on Strategy

HBR’s 10 Must Reads on Change Management

HBR’s 10 Must Reads on Managing Yourself

HBR’s 10 Must Reads on Communication

Harvard Business Review Press
Boston, MA
978-1-63369-316-6
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HBR’S
10
MUST
READS
On
Strategic
Marketing
(cid:18)(cid:24)(cid:18)(cid:26)(cid:25)(cid:19)(cid:1)(cid:17)(cid:17)(cid:1)(cid:74)(cid:14)(cid:87)(cid:74)(cid:74)(cid:74)(cid:1)(cid:83)(cid:18)(cid:1)(cid:78)(cid:66)(cid:15)(cid:82)(cid:89)(cid:69)(cid:1)(cid:1)(cid:18)(cid:16)(cid:22)(cid:16)(cid:18)(cid:20)(cid:1)(cid:1)(cid:18)(cid:17)(cid:27)(cid:18)(cid:25)(cid:1)(cid:34)(cid:46)(cid:1)(cid:1)(cid:49)(cid:66)(cid:72)(cid:70)(cid:1)(cid:74)(cid:74)
HBR’s 10 Must Reads series is the definitive collection of ideas
and best practices for aspiring and experienced leaders alike.
These books offer essential reading selected from the pages of
Harvard Business Review on topics critical to the success of
every manager.
Titles include:
HBR’s 10 Must Reads on Change Management
HBR’s 10 Must Reads on Collaboration
HBR’s 10 Must Reads on Communication
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 People
HBR’s 10 Must Reads on Managing Yourself
HBR’s 10 Must Reads on Strategic Marketing
HBR’s 10 Must Reads on Strategy
HBR’s 10 Must Reads on Teams
HBR’s 10 Must Reads: The Essentials
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HBR’S
10
MUST
READS
On
Strategic
Marketing
HARVARD BUSINESS REVIEW PRESS
Boston, Massachusetts
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Find more digital content or join the discussion on www.hbr.org.
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Library of Congress Cataloging-in-Publication Data
HBR’s 10 must reads on strategic marketing.
p. cm. — (HBR’s 10 must read series)
Includes index.
ISBN 978-1-4221-8988-7
1. Marketing—Management. 2. Strategic planning. I. Harvard business re-
view. II. Title: HBR’s ten must reads on strategic marketing. III. Title: Harvard
business review’s 10 must reads on strategic marketing.
HF5415.13.H368 2013
658.8'02—dc23 2012037855
ISBN: 9781422189887
eISBN: 9781422191521
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Contents
Rethinking Marketing 1
Roland T. Rust, Christine Moorman, and Gaurav Bhalla
Branding in the Digital Age 15
David C. Edelman
Marketing Myopia 29
Theodore Levitt
Marketing Malpractice 57
Clayton M. Christensen, Scott Cook, and Taddy Hall
The Brand Report Card 77
Kevin Lane Keller
The Female Economy 97
Michael J. Silverstein and Kate Sayre
Customer Value Propositions in Business Markets 113
James C. Anderson, James A. Narus, and Wouter van Rossum
Getting Brand Communities Right 133
Susan Fournier and Lara Lee
The One Number You Need to Grow 151
Frederick F. Reichheld
Ending the War Between Sales and Marketing 171
Philip Kotler, Neil Rackham, and Suj Krishnaswamy
About the Contributors 195
Index 197
v
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(cid:18)(cid:24)(cid:18)(cid:26)(cid:25)(cid:19)(cid:1)(cid:17)(cid:17)(cid:1)(cid:74)(cid:14)(cid:87)(cid:74)(cid:74)(cid:74)(cid:1)(cid:83)(cid:18)(cid:1)(cid:78)(cid:66)(cid:15)(cid:82)(cid:89)(cid:69)(cid:1)(cid:1)(cid:18)(cid:16)(cid:22)(cid:16)(cid:18)(cid:20)(cid:1)(cid:1)(cid:18)(cid:17)(cid:27)(cid:18)(cid:25)(cid:1)(cid:34)(cid:46)(cid:1)(cid:1)(cid:49)(cid:66)(cid:72)(cid:70)(cid:1)(cid:87)(cid:74)(cid:74)
HBR’S
10
MUST
READS
On
Strategic
Marketing