HBR's 10 Must Reads on Marketing - Roger L. Martin, Fred Reichheld, Sandra Matz, Theodore Levitt - diskuze

Put customers at the core of your business.If you read nothing else on marketing, read 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 impactMeasure the real-world value of customer loyaltyBlend human and machine intelligence to manage your brandReap the benefits of psychological targeting, ethicallyDevelop influencer campaigns that generate real returnsBuild a customer strategy around personalizationThis 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,
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