HBR's 10 Must Reads on Strategic Marketing (with featured article ÒMarketing Myopia,Ó by Theodore Levitt) PDF Download
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Author: Harvard Business Review
Publisher: Harvard Business Review Press
ISBN: 1422189880
Category : Business & Economics
Languages : en
Pages : 217
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Book Description
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
Author: Harvard Business Review
Publisher: Harvard Business Review Press
ISBN: 1422189880
Category : Business & Economics
Languages : en
Pages : 217
Get Book Here
Book Description
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
Author: Theodore Levitt
Publisher: Harvard Business Press
ISBN: 1422126013
Category : Business & Economics
Languages : en
Pages : 99
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Book Description
What business is your company really in? That's a question all executives should all ask before demand for their firm's products or services dwindles. In Marketing Myopia, Theodore Levitt offers examples of companies that became obsolete because they misunderstood what business they were in and thus what their customers wanted. He identifies the four widespread myths that put companies at risk of obsolescence and explains how business leaders can shift their attention to customers' real needs instead.
Author: Harvard Business Review
Publisher: Harvard Business Review Press
ISBN: 1422191524
Category : Business & Economics
Languages : en
Pages : 217
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Book Description
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
Author: Philip Kotler
Publisher: Simon and Schuster
ISBN: 1471109569
Category : Business & Economics
Languages : en
Pages : 253
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Book Description
Since 1969, Philip Kotler's marketing text books have been read as the marketing gospel, as he has provided incisive and valuable advice on how to create, win and dominate markets. In KOTLER ON MARKETING, he has combined the expertise of his bestselling textbooks and world renowned seminars into this practical all-in-one book, covering everything there is to know about marketing. In a clear, straightforward style, Kotler covers every area of marketing from assessing what customers want and need in order to build brand equity, to creating loyal long-term customers. For business executives everywhere, KOTLER ON MARKETING will become the outstanding work in the field. The secret of Kotler's success is in the readability, clarity, logic and precision of his prose, which derives from his vigorous scientific training in economics, mathematics and the behavioural sciences. Each point and chapter is plotted sequentially to build, block by block, on the strategic foundation and tactical superstructure of the book.
Author: Koen Pauwels
Publisher: AMACOM
ISBN: 0814433960
Category : Computers
Languages : en
Pages : 284
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Book Description
In this invaluable resource, discover how to conduct smarter marketing strategies using analytics and dashboards to get the most out of your data. Did you know that your business already has the world’s greatest information-tracking team working tirelessly for you 24/7 to gather all the info you could possibly need to find your next customers? Between brand tracking, CRM programs, and online behavior tracking, as well as the always-dependable trade shows and satisfaction studies, mounds of marketing metrics are being generated for you across various touchpoints and channels. Locked in the vast quantity of information are accurate, data-driven answers to every marketing question--and analytic dashboards are the key to finding it all. In It’s Not the Size of the Data--It’s How You Use It, marketing expert Koen Pauwels introduces you to these transformative web-based tools that gather, synthesize, and visually display essential data in real time, directly connecting marketing with performance. He then supplies a simple yet rigorous methodology that explains step by step how to: Gain crucial IT support Build a rock-solid database Select key leading performance indicators Design the optimal dashboard layout Use marketing analytics to improve decisions and reap rewards There is simply too much customer-produced information out there today for marketing teams to go with gut decisions or the same old standbys. Dashboard analytics will bring scientific precision and insight to the marketing efforts of any size organization, in any industry, and turn this eye-popping data into a specific plan of attack.
Author: Harvard Business Review
Publisher: Harvard Business Press
ISBN: 1633698815
Category : Business & Economics
Languages : en
Pages : 180
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Book Description
Use design thinking for competitive advantage. If you read nothing else on design thinking, read these 10 articles. We've combed through hundreds of Harvard Business Review articles and selected the most important ones to help you use design thinking to produce breakthrough innovations and transform your organization. This book will inspire you to: Identify customers' "jobs to be done" and build products people love Fail small, learn quickly, and win big Provide the support design-thinking teams need to flourish Foster a culture of experimentation Sharpen your own skills as a design thinker Counteract the biases that perpetuate the status quo and thwart innovation Adopt best practices from design-driven powerhouses This collection of articles includes "Design Thinking," by Tim Brown; "Why Design Thinking Works," by Jeanne M. Liedtka; "The Right Way to Lead Design Thinking," by Christian Bason and Robert D. Austin; "Design for Action," by Tim Brown and Roger L. Martin; "The Innovation Catalysts," by Roger L. Martin; “Know Your Customers' 'Jobs to Be Done,'" by Clayton M. Christensen, Taddy Hall, Karen Dillon, and David S. Duncan; "Engineering Reverse Innovations," by Amos Winter and Vijay Govindarajan; "Strategies for Learning from Failure," by Amy C. Edmondson; "How Indra Nooyi Turned Design Thinking into Strategy," by Indra Nooyi and Adi Ignatius, and "Reclaim Your Creative Confidence," by Tom Kelley and David Kelley. HBR's 10 Must Reads paperback series is the definitive collection of books for new and experienced leaders alike. Leaders looking for the inspiration that big ideas provide, both to accelerate their own growth and that of their companies, should look no further. HBR's 10 Must Reads series focuses on the core topics that every ambitious manager needs to know: leadership, strategy, change, managing people, and managing yourself. Harvard Business Review has sorted through hundreds of articles and selected only the most essential reading on each topic. Each title includes timeless advice that will be relevant regardless of an ever‐changing business environment.
Author: Harvard Business Review
Publisher: Harvard Business Press
ISBN: 1422157970
Category : Business & Economics
Languages : en
Pages : 228
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Book Description
Business.
Author: Philip Kotler
Publisher: Pearson UK
ISBN: 1292248467
Category : Business & Economics
Languages : en
Pages : 1199
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Book Description
The classic Marketing Management is an undisputed global best-seller – an encyclopedia of marketing considered by many as the authoritative book on the subject.
Author: Theodore Levitt
Publisher:
ISBN:
Category : Marketing
Languages : en
Pages :
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Book Description
Author: Howard R. Moskowitz Ph.D
Publisher: Pearson Education
ISBN: 0132716399
Category :
Languages : en
Pages : 341
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Book Description
Really great products and really huge successes don’t come from focus groups! And if you simply rely on trial and error, or guesswork, you’ll lose far more often than you’ll win. Now, there’s a solution: Rule Developing Experimentation (RDE), the first systematized, disciplined, solution-oriented business process of experimentation. In Selling Blue Elephants, RDE’s creators reveal how to systematically design, test, and modify alternative ideas, packages, products, and services, to discover offerings your customers will be passionate about...even if they can’t articulate the need, much less the solution! Discover the seven easy steps that take you from cluelessness to clarity in just days... sometimes even hours. Watch RDE succeeding in companies ranging from Hewlett-Packard to Campbell’s, MasterCard to Maxwell House... and learn how to get the same outstanding results yourself, one step at a time, every time! Discover “how the world works” in your market Reveal the hidden rules that define your next breakthrough product Create prototypes that answer the right questions, fast Get at the truths your customers don’t know how to tell you Use automated tools to streamline the entire process Streamline your research, and get actionable answers in just days Extend RDE value throughout the enterprise From messaging to corporate communications to investor behavior
