"Put customers at the core of your business. If you read (or listen to) nothing else on marketing, listen to this book. We've chosen a new selection of current and classic Harvard Business Review articles that will help you connect better with your established customers, develop offerings that attract new ones, and unlock opportunities for growth. This book will inspire you to:
- Align your sales and marketing teams for maximum impact
- Measure the real-world value of customer loyalty
- Blend human and machine intelligence to manage your brand
- Reap the benefits of psychological targeting, ethically
- Develop influencer campaigns that generate real returns
- Build a customer strategy around personalization"
"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."
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