by Clayton M. Christensen, Theordore Levitt, Philip Kotler, Fred Reichheld · Harvard Business Review Press · tapa blanda · ISBN 9781422189887
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«HBR's 10 Must Reads on Strategic Marketing» is the collection of business articles by Christensen, Levitt, Kotler and Reichheld, published in paperback.
Ten Harvard Business Review articles on strategic marketing, including «Marketing Myopia» by Theodore Levitt. The central idea: marketing starts with the customer, not the product; redefine the business, create products that solve needs, evaluate the brand, reach a market larger than China and India combined, deliver B2B value and align sales and marketing.
Volume number 10 of the HBR's 10 Must Reads series, published by Harvard Business Review Press in 2013.
For marketing professionals, executives and readers interested in business strategy.
