Stop pushing products--and start cultivating customer relationships. If you need the best practices and ideas for marketing today--but don't have time to find them--this book is for you. Here are 10 inspiring and useful perspectives, all in one place. This collection of HBR articles will help you: figure out what business you're really in, collaborate with customers to meet current and future needs, create products that perform the jobs people need to get done, get a bird's-eye view of your brands' 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.
This collection includes these best-selling HBR articles: "Rethinking Marketing," "Unleashing the Power of Marketing," "Marketing Myopia," "Marketing Malpractice: The Cause and the Cure," "The Brand Report Card," "The Female Economy," "Customer Value Propositions in Business Markets," "Getting Brand Communities Right," "How I Did It: Aflac's CEO Explains How He Fell for the Duck," and "Ending the War Between Sales and Marketing."