Overview

Put customers at the core of your business. If you read (or listen to) nothing else on marketing, listen to this book. We've chosen a new selection of current and classic Harvard Business Review articles that will help you connect better with your established customers, develop offerings that attract new ones, and unlock opportunities for growth. This book will inspire you to: Align your sales and marketing teams for maximum impact Measure the real-world value of customer loyalty Blend human and machine intelligence to manage your brand Reap the benefits of psychological targeting, ethically Develop influencer campaigns that generate real returns Build a customer strategy around personalization This collection of articles includes ""Marketing Myopia,"" by Theodore Levitt; ""Net Promoter 3.0,"" by Fred Reichheld, Darci Darnell, and Maureen Burns; ""Analytics for Marketers,"" by Fabrizio Fantini and Das Narayandas; ""Personalization Done Right,"" by Mark Abraham and David C. Edelman; ""What Psychological Targeting Can Do,"" by Sandra Matz; ""Why CMOs Never Last,"" by Kimberly A. Whitler and Neil A. Morgan; ""Are Your Marketing and Sales Teams on the Same Page?,"" by Kelsey Raymond; ""How AI Can Power Brand Management,"" by Julian De Freitas and Elie Ofek; ""Attract New Customers Without Alienating Your Old Ones,"" by Ryan Hamilton and Annie Wilson; ""Does Influencer Marketing Really Pay Off?,"" by Fine F. Leung, Jonathan Z. Zhang, Flora F. Gu, Yiwei Li, and Robert W. Palmatier; ""The Right Way to Build Your Brand,"" by Roger L. Martin, Jann Schwarz, and Mimi Turner; ""Is Your Marketing Organization Ready for What's Next?,"" by Omar Rodríguez-Vilá, Sundar Bharadwaj, Neil A. Morgan, and Shubu Mitra.

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Author Information

Fred Reichheld is an American New York Times bestselling author, speaker, and business strategist. He is best known for his research and writing on the loyalty business model and loyalty marketing. He is the creator of the Net Promoter System of management (NPS). Harvard Business Review is the leading destination for smart management thinking. Through its flagship magazine, nine international licensed editions, books from Harvard Business Review Press, and digital content and tools published on HBR.org, Harvard Business Review provides professionals around the world with rigorous insights and best practices to lead themselves and their organizations more effectively and to make a positive impact. Roger L. Martin is the former dean of the Rotman School of Management at the University of Toronto from 1998 to 2013 and an author of several business books. Martin has expanded several important business concepts in use today, including integrative thinking. He has been recognized by several business publications as one of the field's most important thinkers. Sandra Matz is the David W. Zalaznick Associate Professor of Business at Columbia Business School and codirector of the Center for Advanced Technology and Human Performance. As a computational social scientist with a background in psychology and computer science, Matz has uncovered the hidden relationships between our digital lives and our psychology, with the goal of helping individuals and businesses make better and more ethical decisions. Her work is frequently covered in major news outlets, including the Economist, the New York Times, the BBC, CNBC, the Washington Post, and the Wall Street Journal. Theodore Levitt (1925-2006) was an economist and a professor at the Harvard Business School. His books include Marketing for Business Growth, The Marketing Imagination, and Thinking about Management. Twenty-eight of the finest international crime writers in an exciting new anthology edited by Martin Edwards, award-winning crime writer and critic, and author of the bestselling and multi-award-winning The Golden Age of Crime. He is also vice chair of The CWA. When he was seven, David Sadzin's first grade teacher gave him a paragraph to read out loud. She interrupted him halfway to proclaim him ""The Ringmaster"" in his class's musical extravaganza about the circus. He's been using his voice to get out of trouble ever since. After a few intense years on New York's stages, performing traditional and experimental theater, improv, and sketch comedy, he's now settled comfortably in front of the mic in his home studio in Brooklyn. Currently living in Portland, Oregon, Sofia Willingham is an accomplished word nerd and voice actress. She has had the privilege of narrating multiple bestselling books for a variety of publishers. She was an APA Audie Award finalist for Release Me by J. Kenner in the erotica category, the first installment of the bestselling Stark series. This early exposure propelled her further into the universe of genres and accents, and she now records and produces audiobooks from the comfort (and dryness) of her approved home studio. Her performances have been regarded as emotionally involving and having the ability to color distinct characters consistently without getting in the way of the story. In her free time, she satisfies her morbid fixation with true crime and often wanders outdoors with an oversized puggle.

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