NEW from the bestselling HBRís 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. Weíve 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 youíre really in ? Create products that perform the jobs people need to get done ? Get a birdís-eye view of your brandís strengths and weaknesses ? Tap a market thatís 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: HBRís 10 Must Reads: The Essentials HBRís 10 Must Reads on Communication HBRís 10 Must Reads on Collaboration HBRís 10 Must Reads on Innovation HBRís 10 Must Reads on Leadership HBRís 10 Must Reads on Making Smart Decisions HBRís 10 Must Reads on Managing Yourself HBRís 10 Must Reads on Teams
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