What do you think?
Rate this book
HBR's 10 Must Reads on Strategic Marketing
New from the bestselling HBR’s 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. 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
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. 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
Audio CD
First published January 1, 2013
269 people are currently reading
1902 people want to read
Ratings & Reviews
Friends & Following
Create a free account to discover what your friends think of this book!
Community Reviews
Displaying 1 - 30 of 42 reviews
July 4, 2016
This compilation of best strategic marketing advice consists of the following articles:
Rethinking Marketing - https://hbr.org/2010/01/rethinking-ma...
Branding in the Digital Age - https://hbr.org/2010/12/branding-in-t...
Marketing Myopia - https://hbr.org/2004/07/marketing-myopia
Marketing Malpractice: The Cause and the Cure - https://hbr.org/2005/12/marketing-mal...
The Brand Report Card - https://hbr.org/2000/01/the-brand-rep...
The Female Economy - https://hbr.org/2009/09/the-female-ec...
Customer Value Propositions in Business Markets - https://hbr.org/2006/03/customer-valu...
Getting Brand Communities Right - https://hbr.org/2009/04/getting-brand...
The One Number You Need to Grow - https://hbr.org/2003/12/the-one-numbe...
Ending the War Between Sales and Marketing - https://hbr.org/2006/07/ending-the-wa...
I've listened to the audio version and I'd listen to another HBR "10 Must Reads" compilation again. They're very well selected, and easy to follow.
I particularly liked the evergreen marketing advice in:
- Customer Value Propositions in Business Markets
- Marketing Malpractice: The Cause and the Cure
- Marketing Myopia
- The One Number You Need to Grow (this one is about the Net Promoter Score, something Silicon Valley startups have widely adopted as the one and only predictor of growth).
I'm glad I've purchased this title because I don't think I'd ever read the text articles.
Rethinking Marketing - https://hbr.org/2010/01/rethinking-ma...
Branding in the Digital Age - https://hbr.org/2010/12/branding-in-t...
Marketing Myopia - https://hbr.org/2004/07/marketing-myopia
Marketing Malpractice: The Cause and the Cure - https://hbr.org/2005/12/marketing-mal...
The Brand Report Card - https://hbr.org/2000/01/the-brand-rep...
The Female Economy - https://hbr.org/2009/09/the-female-ec...
Customer Value Propositions in Business Markets - https://hbr.org/2006/03/customer-valu...
Getting Brand Communities Right - https://hbr.org/2009/04/getting-brand...
The One Number You Need to Grow - https://hbr.org/2003/12/the-one-numbe...
Ending the War Between Sales and Marketing - https://hbr.org/2006/07/ending-the-wa...
I've listened to the audio version and I'd listen to another HBR "10 Must Reads" compilation again. They're very well selected, and easy to follow.
I particularly liked the evergreen marketing advice in:
- Customer Value Propositions in Business Markets
- Marketing Malpractice: The Cause and the Cure
- Marketing Myopia
- The One Number You Need to Grow (this one is about the Net Promoter Score, something Silicon Valley startups have widely adopted as the one and only predictor of growth).
I'm glad I've purchased this title because I don't think I'd ever read the text articles.
February 26, 2020
On Strategic Marketing" is one of the Harvard Business Review's 10 must read series. The book contains papers and articles from the 1970s upto the current day, and looks at various aspects of marketing. To the average manager, the book acts as an tool that stimulates thought, and is a delight to read. To the avid strategy student, the book in question leaves one desiring for more.
This represents the first HBR Book I have read, and it was worth it, despite some disappointments. I would, personally have loved a more detailed research backed by charts and numbers, or examples; but the content, as it currently stands, is sufficiently engaging, intuitively reasonable and deeply thought provoking for it to be worth a read. The one thing that hit me the hardest was the examples in the book were all American {Obviously!}, which left me wanting some top-quality research on the Indian Market and its realities, which would have made the content far more powerful...
This represents the first HBR Book I have read, and it was worth it, despite some disappointments. I would, personally have loved a more detailed research backed by charts and numbers, or examples; but the content, as it currently stands, is sufficiently engaging, intuitively reasonable and deeply thought provoking for it to be worth a read. The one thing that hit me the hardest was the examples in the book were all American {Obviously!}, which left me wanting some top-quality research on the Indian Market and its realities, which would have made the content far more powerful...
June 5, 2016
• Value proposition should be simple and powerfully captivating at the same time
• Superior on the few elements that matter most to target customers
• Show points of difference directly related to the needs of the customers
• Compare with competition. Show in simple terms why you are better than competition
• Back up all your claims (reviews, recommendations)
• Invest time in understanding customer unique requirements and preferences
• Brand report card- a tool showing how your brand stacks up on the 10 traits shared by the world’s strongest brands
• How consistent are your marketing messages?
• Understand why customers hire you or your product. What is the purpose?
• Milk shake- breakfast, as to distract children
• With a few exceptions, every job people need or want to do has a social, a functional, and an emotional dimension
• Understand what is the target stage in the decision journey you want to influence and use appropriate channels
• Marketing data should be tracked at differing levels- aggregate, segments, individual (customer life time value)
• Customer equity is a good proxy for company value
• Customers can suffer from feature fatigue, which hurts future sales
• CRM must be analyzed by departments responsible for customers
• The best CRM managers should have a broad training in social sciences and marketing
• Rotation – everyone should be rooted to reality. Spend a week working in stores
• Chief Customer Officer – responsible for designing and executing the firm’s customer relationship strategy and overseeing all customer facing functions
• Tailor products to customer events- birthdays, wedding celebrations, etc
• Engage with customers in two-way communication. Building relationships
• Cultivation of a customer rather than pushing a product is an objective of a company
• Superior on the few elements that matter most to target customers
• Show points of difference directly related to the needs of the customers
• Compare with competition. Show in simple terms why you are better than competition
• Back up all your claims (reviews, recommendations)
• Invest time in understanding customer unique requirements and preferences
• Brand report card- a tool showing how your brand stacks up on the 10 traits shared by the world’s strongest brands
• How consistent are your marketing messages?
• Understand why customers hire you or your product. What is the purpose?
• Milk shake- breakfast, as to distract children
• With a few exceptions, every job people need or want to do has a social, a functional, and an emotional dimension
• Understand what is the target stage in the decision journey you want to influence and use appropriate channels
• Marketing data should be tracked at differing levels- aggregate, segments, individual (customer life time value)
• Customer equity is a good proxy for company value
• Customers can suffer from feature fatigue, which hurts future sales
• CRM must be analyzed by departments responsible for customers
• The best CRM managers should have a broad training in social sciences and marketing
• Rotation – everyone should be rooted to reality. Spend a week working in stores
• Chief Customer Officer – responsible for designing and executing the firm’s customer relationship strategy and overseeing all customer facing functions
• Tailor products to customer events- birthdays, wedding celebrations, etc
• Engage with customers in two-way communication. Building relationships
• Cultivation of a customer rather than pushing a product is an objective of a company
April 30, 2018
Good to freshen up on some of the classics, but otherwise a bit outdated.. nearly all the articles are at least 10 years old, making examples hardly relevant.
October 2, 2021
Introduction
On Strategic Marketing is a collection of essays originally published in the Harvard Business Review on you guessed it, strategic marketing. Each of these articles has been hand-selected to create a collection of impactful readings on shifting away from just marketing products to cultivating customers. When it comes right down to it, traditional marketing is no longer good enough to drive profitable and sustainable growth over the long run.
Why You Should Read This Book?
As someone who has grown up on the operations side of the business, reading On Strategic Marketing gave me deeper insights into an area of business that I have limited first-hand experience with.
Prior to reading this book, I like many made the mistake of thinking that Marketing is about selling products. In all actuality, selling products is the by-product of good Marketing, and Marketing is all about satisfying the needs of your customers with the products that you sell. There is subtle nuance to this difference that I wouldn’t have realized if not for spending some time with On Strategic Marketing.
You should read this book if you are interested in learning how to make your Marketing departments more aligned and focused with the needs of the customers your company ultimately serves. When it comes right down to it, we can all use some reminders of the importance of customer-centric company focus.
The ten articles within this book will help facilitate your improvement in the area of Marketing. The following is a quick summary/overview of the ten articles within this book:
1. Rethinking Marketing: many companies still depend on product managers and one-way mass marketing to push products to many customers. This needs to change! What’s needed is customer managers who engage individual customers or narrow segments in two-way communications, building long-term relationships by promoting whichever of the company’s products the customers would value most at any given time.
2. Branding in the Digital Age: the consumer decision journey is a four-stage process that is iterative and less reductive. The single most powerful impetus to buy is someone else’s advocacy. Spend all your money and effort driving advocacy.
3. Marketing Myopia: it is important to figure out what business you actually are in because a product orientation will limit your ability to grow. You must become customer-oriented and focused on serving customers rather than providing products.
4. Marketing Malpractice: contrary to popular belief, advertising dollars alone cannot build brands, but they can tell people about an existing branded product’s ability to do a job well.
5. The Brand Report Card: there are only ten traits every brand should measure. See pages 80-81. Use the rating scale on pages 84-85.
6. The Female Economy: women drive the world economy with nearly $20 trillion in annual consumer spending under their control. In aggregate, women represent a growth market bigger than China and India combined – more than twice as big, in fact.
7. Customer Value Propositions in Business Markets: business customers pay a premium price for offerings that craft compelling customer value propositions.
8. Getting Brand Communities Right: brand communities are groups of ardent consumers organized around the lifestyle, activities, and ethos of a brand. Think Harley-Davidson. Brand-community members buy more, remain loyal, and reduce marketing costs through grassroots evangelism.
9. The One Number You Need to Grow: forget focusing on sales growth. Spend your time growing your customers’ willingness to recommend your products and services to someone else. Positive net promoter scores are correlated with long-term sales and profit growth for most companies in most industries.
10. Ending the War Between Sales and Marketing: there are four states in which the relationship between Sales and Marketing can sit at any given time: undefined, defined, aligned, and integrated. Each organization should determine for themselves how interconnected these two departments should be. Sidenote … This essay is so powerful it also features in the HBR’s 10 Must Reads On Sales.
Final Thoughts
Marketing is more than just selling products to customers. It’s about focusing on meeting customers’ needs rather than just selling them products. It’s about cultivating deep relationships with your customers over the short, medium, and long term. But most importantly it’s about helping your organization take a view that satisfying customer needs above making/selling things is the number one priority.
Remember … consumers can be unpredictable, varied, fickle, stupid, shortsighted, stubborn, and generally bothersome. And because of this, it’s vital that all business leaders understand that their businesses are customer-satisfying entities first, not goods-producing entities.
In closing, in order to build a brand that means something to customers, you need to attach them to products that mean something to them. On Strategic Marketing drives this point home.
Easy to Read: (4/5) 80%
Deep Content: (3/5) 60%
Overall Rating: (3/5) 60%
On Strategic Marketing is a collection of essays originally published in the Harvard Business Review on you guessed it, strategic marketing. Each of these articles has been hand-selected to create a collection of impactful readings on shifting away from just marketing products to cultivating customers. When it comes right down to it, traditional marketing is no longer good enough to drive profitable and sustainable growth over the long run.
Why You Should Read This Book?
As someone who has grown up on the operations side of the business, reading On Strategic Marketing gave me deeper insights into an area of business that I have limited first-hand experience with.
Prior to reading this book, I like many made the mistake of thinking that Marketing is about selling products. In all actuality, selling products is the by-product of good Marketing, and Marketing is all about satisfying the needs of your customers with the products that you sell. There is subtle nuance to this difference that I wouldn’t have realized if not for spending some time with On Strategic Marketing.
You should read this book if you are interested in learning how to make your Marketing departments more aligned and focused with the needs of the customers your company ultimately serves. When it comes right down to it, we can all use some reminders of the importance of customer-centric company focus.
The ten articles within this book will help facilitate your improvement in the area of Marketing. The following is a quick summary/overview of the ten articles within this book:
1. Rethinking Marketing: many companies still depend on product managers and one-way mass marketing to push products to many customers. This needs to change! What’s needed is customer managers who engage individual customers or narrow segments in two-way communications, building long-term relationships by promoting whichever of the company’s products the customers would value most at any given time.
2. Branding in the Digital Age: the consumer decision journey is a four-stage process that is iterative and less reductive. The single most powerful impetus to buy is someone else’s advocacy. Spend all your money and effort driving advocacy.
3. Marketing Myopia: it is important to figure out what business you actually are in because a product orientation will limit your ability to grow. You must become customer-oriented and focused on serving customers rather than providing products.
4. Marketing Malpractice: contrary to popular belief, advertising dollars alone cannot build brands, but they can tell people about an existing branded product’s ability to do a job well.
5. The Brand Report Card: there are only ten traits every brand should measure. See pages 80-81. Use the rating scale on pages 84-85.
6. The Female Economy: women drive the world economy with nearly $20 trillion in annual consumer spending under their control. In aggregate, women represent a growth market bigger than China and India combined – more than twice as big, in fact.
7. Customer Value Propositions in Business Markets: business customers pay a premium price for offerings that craft compelling customer value propositions.
8. Getting Brand Communities Right: brand communities are groups of ardent consumers organized around the lifestyle, activities, and ethos of a brand. Think Harley-Davidson. Brand-community members buy more, remain loyal, and reduce marketing costs through grassroots evangelism.
9. The One Number You Need to Grow: forget focusing on sales growth. Spend your time growing your customers’ willingness to recommend your products and services to someone else. Positive net promoter scores are correlated with long-term sales and profit growth for most companies in most industries.
10. Ending the War Between Sales and Marketing: there are four states in which the relationship between Sales and Marketing can sit at any given time: undefined, defined, aligned, and integrated. Each organization should determine for themselves how interconnected these two departments should be. Sidenote … This essay is so powerful it also features in the HBR’s 10 Must Reads On Sales.
Final Thoughts
Marketing is more than just selling products to customers. It’s about focusing on meeting customers’ needs rather than just selling them products. It’s about cultivating deep relationships with your customers over the short, medium, and long term. But most importantly it’s about helping your organization take a view that satisfying customer needs above making/selling things is the number one priority.
Remember … consumers can be unpredictable, varied, fickle, stupid, shortsighted, stubborn, and generally bothersome. And because of this, it’s vital that all business leaders understand that their businesses are customer-satisfying entities first, not goods-producing entities.
In closing, in order to build a brand that means something to customers, you need to attach them to products that mean something to them. On Strategic Marketing drives this point home.
Easy to Read: (4/5) 80%
Deep Content: (3/5) 60%
Overall Rating: (3/5) 60%
April 21, 2020
I liked this book. I like this book. I will always like this book.
I used to call myself a marketing person but after reading this book. I discovered that I was far away from marketing techniques and I was drown to my knees in selling techniques and how to close the sales.
If you want to end the war between selling and marketing then you really need to read this book.
I used to call myself a marketing person but after reading this book. I discovered that I was far away from marketing techniques and I was drown to my knees in selling techniques and how to close the sales.
If you want to end the war between selling and marketing then you really need to read this book.
January 3, 2026
I’ve become a fan of HBR’s 10 Must Reads on Strategic Marketing over the past few years, mainly through the Harvard Business Review YouTube series and some of their books. What this collection does well is show the real value of academic, MBA-style thinking when it’s applied properly — not as theory for theory’s sake, but as something genuinely useful in day-to-day business decisions.
A few ideas really stuck with me. The importance of referrals as a key difference between businesses that grow and those that stagnate. The concept of marketing myopia, and how easy it is for companies to lose sight of what customers actually care about. The way branding is discussed — not just logos or aesthetics, but how brands are built, measured, and supported through things like brand community.
The chapter on customer value proposition was probably the most important for me. A technically sophisticated product, or even a “good” product, doesn’t automatically mean people will want to buy it. What matters is whether customers actually value it. That’s an obvious point on paper, but much harder to apply in practice.
This really resonated with my own experience. In designing a cabin, I realised that many of the things I cared about as a designer simply weren’t important to the customer. That insight directly shaped the next iteration of the design, which is far more customer-led and grounded in how people actually use and value the product.
More broadly, the book captures something HBR tends to do well: explaining why technically strong products can still fail when the customer value proposition isn’t right. There are plenty of examples out there of sophisticated products with weak market appeal, and this book helps put language and structure around why that happens.
If you’re interested in marketing as strategy rather than tactics, and want ideas that genuinely change how you think about products and customers, this is well worth reading.
A few ideas really stuck with me. The importance of referrals as a key difference between businesses that grow and those that stagnate. The concept of marketing myopia, and how easy it is for companies to lose sight of what customers actually care about. The way branding is discussed — not just logos or aesthetics, but how brands are built, measured, and supported through things like brand community.
The chapter on customer value proposition was probably the most important for me. A technically sophisticated product, or even a “good” product, doesn’t automatically mean people will want to buy it. What matters is whether customers actually value it. That’s an obvious point on paper, but much harder to apply in practice.
This really resonated with my own experience. In designing a cabin, I realised that many of the things I cared about as a designer simply weren’t important to the customer. That insight directly shaped the next iteration of the design, which is far more customer-led and grounded in how people actually use and value the product.
More broadly, the book captures something HBR tends to do well: explaining why technically strong products can still fail when the customer value proposition isn’t right. There are plenty of examples out there of sophisticated products with weak market appeal, and this book helps put language and structure around why that happens.
If you’re interested in marketing as strategy rather than tactics, and want ideas that genuinely change how you think about products and customers, this is well worth reading.
May 28, 2023
My notes for each:
1. Rethinking Marketing - marketing products -> cultivating custoemr demands
2. Branding in the Digital Age - value brand relationship
3. Marketing Myopia - emphasizes the responsibility of a leader to analyze and direct towards its fateful purpose to meet customer demands.
4. Marketing Malpractice - Role of advertising is not to build brands but to link strong purpose brands to consumers.
5. The Brand Report Card - 10 characteristics for a comprehensive brand equity measurement
6. The Female Economy - Female consumer segment analysis and women market share
7. Customer Value Proposition in Business Markets - 3 elements: 1) points of parity (same performance to the alternative) 2) points of difference (to the alternative) 3) Point of contention (disagreement oof supplier and customer in comparing performance and functions)
8. Getting brand Communities Right - not just marketing but a whole business strategy and exists to serve the community
9. The One Number You Need to Grow - Net Promoter Score - likelihood customers are to recommend your product - represents growth and loyalty
10. Ending the War Between Sales and Marketing - Use buying funnel to define steps in marketing and sales funnels and set shared and intergrated metrics
1. Rethinking Marketing - marketing products -> cultivating custoemr demands
2. Branding in the Digital Age - value brand relationship
3. Marketing Myopia - emphasizes the responsibility of a leader to analyze and direct towards its fateful purpose to meet customer demands.
4. Marketing Malpractice - Role of advertising is not to build brands but to link strong purpose brands to consumers.
5. The Brand Report Card - 10 characteristics for a comprehensive brand equity measurement
6. The Female Economy - Female consumer segment analysis and women market share
7. Customer Value Proposition in Business Markets - 3 elements: 1) points of parity (same performance to the alternative) 2) points of difference (to the alternative) 3) Point of contention (disagreement oof supplier and customer in comparing performance and functions)
8. Getting brand Communities Right - not just marketing but a whole business strategy and exists to serve the community
9. The One Number You Need to Grow - Net Promoter Score - likelihood customers are to recommend your product - represents growth and loyalty
10. Ending the War Between Sales and Marketing - Use buying funnel to define steps in marketing and sales funnels and set shared and intergrated metrics
This entire review has been hidden because of spoilers.
July 9, 2023
Read for a class, and preferred over a traditional textbook though some of it seemed pretty dated. The article on "The Female Economy" reminded me of The $30 billion Negro,
The one that will stick with me past this class was "The One Number You Need to Grow" by Frederick F. Reichheld. The idea of the Net Promoter Score derived from a very stripped down survey question set made not just a lot of sense to me for customers, but also for internal pulse surveys of employees.
I'll pull that out of my back pocket one of these days.
"How likely is it that you will recommend our company to a friend or collogue for employment" seems to cut right down to the marrow of some 15 minute year-end HR stink bombs I've seen tossed out into people's inboxes.
This class also narrowed down the options of how bad the Audible marketing department is to just "incompetent" and/or "misaligned".
Either/or/both, I hope they never change.
WTR - 572
The one that will stick with me past this class was "The One Number You Need to Grow" by Frederick F. Reichheld. The idea of the Net Promoter Score derived from a very stripped down survey question set made not just a lot of sense to me for customers, but also for internal pulse surveys of employees.
I'll pull that out of my back pocket one of these days.
"How likely is it that you will recommend our company to a friend or collogue for employment" seems to cut right down to the marrow of some 15 minute year-end HR stink bombs I've seen tossed out into people's inboxes.
This class also narrowed down the options of how bad the Audible marketing department is to just "incompetent" and/or "misaligned".
Either/or/both, I hope they never change.
WTR - 572
November 13, 2019
f you read nothing else on marketing that delivers competitive advantage, read 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
https://www.fahasa.com/
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
https://www.fahasa.com/
June 8, 2021
I am a leader of a non-profit group who is interested in learning how marketing principles can benefit organizations that must adopt a slight different strategic approach (than for-profit businesses) in order to be successful. Some of the chapters in the book were very helpful, others less so. The most helpful chapters for my non-profit work were: Rethinking Marketing, Marketing Myopia, Marketing Malpractice, and Getting Brand Communities Right.
The material in those 4 chapters stimulated lots of thinking and ideas. The other chapters seemed of minimal usefulness to me.
The material in those 4 chapters stimulated lots of thinking and ideas. The other chapters seemed of minimal usefulness to me.
January 31, 2024
The articles date as far back as the 1960s, so it can't help but be outdated or stale in some places, but overall good content.
Can't miss articles:
- "The Female Economy" (2009) - particularly relevant after the Summer of Barbie/Taylor Swift.
- "Getting Brand Communities Right" (2009) - touches on the value of exposure/earned media. Particularly interesting as a vehicle to bring marketing costs down.
- "The One Number You Need to Grow" (2003) - spoiler alert, it's Net Promoter Score, but told from the perspective of the person that invented it, it's quite powerful.
Can't miss articles:
- "The Female Economy" (2009) - particularly relevant after the Summer of Barbie/Taylor Swift.
- "Getting Brand Communities Right" (2009) - touches on the value of exposure/earned media. Particularly interesting as a vehicle to bring marketing costs down.
- "The One Number You Need to Grow" (2003) - spoiler alert, it's Net Promoter Score, but told from the perspective of the person that invented it, it's quite powerful.
September 20, 2017
I love all the HBR "Must Read" books and this one is no exception. It genuinely is a must read for anyone working in marketing or product marketing (like myself). Many of the articles/ essays are fairly recent, but there is one originally published in 1960! It's incredible how relevant it still is. That particular essay focused on the "myth of the growth industry".
I got a lot out of this read and highly recommend it.
I got a lot out of this read and highly recommend it.
December 21, 2019
Articles are a bit dated, and concepts are fairly high level. The two key ones I really appreciated were the timeless classic of “Marketing Myopia “ and the slightly more recent “The One Number You Need yo Grow”. If you’ve never taken a marketing course this is a good intro to the field but not as relevant for those with more background due to the relatively dated and established info in the articles.
April 9, 2021
I love the structure of these HBR books. I appreciated the B2B lens in this one and many examples that directly relate to my work at a company very far back in the value chain. It included several concepts for reframing marketing inside of a company and in practice that have got me thinking and will be applicable for my work. Most enjoyed the articles: Customer Value Propositions in Business Markets, Marketing Myopia and Marketing Malpractice.
September 20, 2018
HBR’s strategic marketing articles describe what is common practice in today’s marketing world. Therefore most modern companies use techniques as described in this book to achieve better market performance. Articles range chronologically from the 1960ies to the mid 00s but the message always feels relevant. A good primer for the MBA student.
July 3, 2017
Extremely cogent and well-documented analysis of marketing trends, at least according to my lights. Had a difficult time believing that one of the articles, written in the 1960's, could still be so entirely relevant to today's market. Highly recommended read for design or data-oriented thinkers.
June 26, 2021
I couldn't finish the book, I read a lot about marketing, and most of what has been written here has been written elsewhere. This might be a book for someone of passing interest in strategic marketing, but for the time and price spent on the book, I can't recommend it.
August 2, 2024
The articles in this book are starting to show their age. Though many of them talk about the core principles of marketing, many of the examples are either no longer relevant or have been replaced by new and evolved principles.
August 18, 2019
Very basic and in my personal opinion touching on a surface the topic.
Read
August 21, 2019read for a class, nice, simple just detailed enough to give you an overview of the topics. perfect for a classroom
November 17, 2019
Good collection of famous articles. Serves to refresh some basic principles as well as discover new ones. A good starter for those who want to learn the fundamentals of marketing.
November 28, 2019
Dos raros livros de marketing que li 2x e com atenção redobrada. A compilação de textos essencialmente de 2014 a 2016, não peca por desatualização. Reflexões e estudos muito interessantes.
December 16, 2019
Bien, un poco outdated pero bien.
April 18, 2020
Great teaching tool with articles with many messages that have endured through changing times. Great for marketing & strategy students and those in marketing and/or strategy careers.
October 21, 2020
Dated, every article is a decade old
March 22, 2021
Very helpful for strategic marketers
November 11, 2021
3 1/2 starts. It is good, but it is not a book. It is a recollection of articles... a very smart business move I would say. Rather subscribe to HBR.
January 3, 2022
Muy buenos casos de estudio. El punto de vista centrado en el usuario es lo que más me marcó. Un libro para leer con un anotador al lado e ir haciendo brainstorming de ideas.
Read
July 2, 2024A little outdated
This entire review has been hidden because of spoilers.
Displaying 1 - 30 of 42 reviews