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Publisher's Summary

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. 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, and HBR's 10 Must Reads on Teams.

©2013 Harvard Business School Publishing Corporation (P)2015 Audible, Inc.

What members say

Average Customer Ratings

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  • Overall
    3 out of 5 stars
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    3 out of 5 stars

Obsolete

Some readings seemed obsolete. I found 2 first ones really interesting and up to date. The rest was just nice to know.

6 of 6 people found this review helpful

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Great Content

As an entrepreneur this series of books provides great insight into strategic marketing best practices in just the right amount of information. Using the audible bookmark function I was able to flag specific parts of the series that I found particularly valuable and would like to revisit in more depth in the future.

5 of 5 people found this review helpful

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  • J. Haynes
  • Snellville, GA United States
  • 12-16-15

good book but not groundbreaking

I enjoyed the book but feel that the majority of the content is for marketing beginners that are early in their career. For that listener, it has good foundation

5 of 6 people found this review helpful

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    3 out of 5 stars
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    2 out of 5 stars

redundant

There was quite a bit of duplicated information, as well redundant information. while some of the content was insightful, I can not give it a good recommendation.

1 of 1 people found this review helpful

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    4 out of 5 stars
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    4 out of 5 stars

Good crash course, a lil dated

Good crash course on marketing articles from ‘98-‘06 with one classic article from earlier. So it was a little dated by the time I listened to it in 2018, but a lot of the classic principles and evolutions of thinking was interesting.

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  • LK
  • 04-12-18

Somewhat disappointing

Some good articles, but doesn't live up to billing of "10 must reads" on marketing. Outdated.

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Excellent Go

This great audio book of marketing idea must listen to this Audio book 2 time

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lots of great information

I will review this book again and again when I need to review my long-term goals. Lots of great information but sometimes hard to get through in certain chapters

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    3 out of 5 stars
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Good read for those who do not "Know it all"

Would you recommend this book to a friend? Why or why not?

Would -- It is thought provoking even if you find some material dated... The "10 must reads" kind of ran together... Would have been better if each "Must Read" had its own title

How would you have changed the story to make it more enjoyable?

See above

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This is a Terrible Book

Don't let the name "Harvard" throw you. The lessons in this book are filled with tired analogies, trite statements, opinions stated as facts, and it is all wrapped in the type of know-it-all (yet hopelessly out of touch) arrogance that gives consultants and academics a bad name. One of the articles in this book seriously used the failings of the buggy whip industry as one of their examples, which was better than the compliments they bestowed on Nokia (are they still even around?). Finally, if you ever run into a "Chief Customer Officer", you can probably blame these guys. Don't waste your time, there are so many better business books and sources.

0 of 1 people found this review helpful

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  • diana da mata
  • 02-05-18

Great audio book, I totally recommend it.

It covers pretty much all the essential areas to develop an outstanding marketing strategy. I

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  • Temi Mogaji
  • 12-04-17

More strategy then sales

More strategy then sales, only covered one sales aspect of CDJ. But very good if you have no idea on strategy

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  • Amazon Customer
  • 05-31-17

Some articles more interesting than others

I loved 4 of the 10 reads and found them very applicable to my role, whereas 6 of the 10 were older studies or less applicable to my role, so whilst interesting not completely relevant

0 of 1 people found this review helpful