New from the best-selling HBR's 10 Must Reads series. Stop pushing products - and start cultivating relationships with the right customers. If you listen to nothing else on marketing that delivers competitive advantage, hear 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.
"definitely hella good"
With the fall of the Berlin Wall, one economic model emerged triumphant. Capitalism - spanning a spectrum from laissez-faire to authoritarian - shapes the market economies of all the wealthiest and fastest-growing nations. The trouble is cracking its shiny veneer. In the US, economic growth is no longer matched by economic development. Wealth is concentrated in the hands of a few, natural resources are exploited for short-term profits, and good jobs are hard to find.
"long on facts, short on solutions"
Marketing guru Philip Kotler, cause marketing authority David Hessekiel, and social marketing expert Nancy Lee have teamed up to create a guide rich with actionable advice on integrating marketing and corporate social initiatives into your broader business goals. Marketing and corporate social initiatives requires a delicate balancing act between generating financial and social dividends. Good Works is a book for business builders, not a corporate social responsibility treatise. It is for capitalists with the hearts and smarts to generate positive social impacts and bottom-line business results.
The new model for marketing - Marketing 3.0 - treats customers not as mere consumers but as the complex, multi-dimensional human beings that they are. Customers, in turn, are choosing companies and products that satisfy deeper needs for participation, creativity, community, and idealism. In Marketing 3.0, world-leading marketing guru Philip Kotler explains why the future of marketing lies in creating products, services, and company cultures that inspire, include, and reflect the values of target customers.
"Marketing 3.0 is about CSR"
Study on the go with VangoNotes. Just download chapter reviews from your text and listen to them on any mp3 player. Now wherever you are--whatever you're doing--you can study by listening to key features for each chapter of your textbook.
Whether you're an operating business or a college or job applicant, decision-makers need to know about you...what you offer...why you're awesome. Traditional marketing no longer cuts it today. Fifty Shades of Marketing lays out specific ideas, step-by-step techniques, and beneficial resources to remove the chains holding you back from success in a digital age.
You're busy. We get it. With VangoNotes you can study "in between" all the other things you need to get done. VangoNotes gives you the confidence you need to succeed in the classroom. They're flexible; just download and go. And, they're efficient. Use them in your car, at the gym, walking to class, wherever. Get yours today and start studying.
"Not worth the time"
Experience a first-hand interview with the legendary Philip Kotler, American marketing author, consultant, and professor; currently the S. C. Johnson Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. Kotler is the author of more than 55 marketing books. He was the first person to receive the "Leader in Marketing Thought", voted on by the academic members of the American Marketing Association.
Sales departments tend to believe that marketers are out of touch with what's really going on in the marketplace. Marketing people, in turn, believe the sales force is myopic - too focused on individual customer experiences, insufficiently aware of the larger market, and blind to the future. In short, each group undervalues the other's contributions. Yet, few firms seem to make serious overtures toward analyzing and enhancing the relationship between these two critical functions.
With the developed world facing slow economic growth, successfully competing for a limited customer base means using creative and strategic marketing strategies. Market Your Way to Growth presents eight effective ways to grow in even the slowest economy. They include how to increase your market share, develop enthusiastic customers, build your brand, innovate, expand internationally, acquire other businesses, build a great reputation for social responsibility, and more.
"Abridged chapter highlights"
You¿re busy. We get it. With VangoNotes you can study ¿in between¿ all the other things you need to get done. VangoNotes gives you the confidence you need to succeed in the classroom. They¿re flexible; just download and go. And, they're efficient. Use them in your car, at the gym, walking to class, wherever. Get yours today and start studying.
This July/August 2006 special double issue of The Harvard Business Review on the theme of sales, includes two complete articles: "Better Sales Networks" by Tuba Ustuner and David Godes; and "Ending The War Between Sales & Marketing" by Philip Kotler, Neil Rackham, and Suj Krishnaswamy. Plus, you'll hear OnPoint summaries of two articles: "How Right Should the Customer Be" by Erin Anderson and Vincent Onyemah, and "The Sales Learning Curve" by Mark Leslie and Charles A. Holloway.
"Content is good"
"Not the book on tape"