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:
<ul>
<li>Figure out what business you’re really in</li>
<li>Create products that perform the jobs people need to get done</li>
<li>Get a bird’s-eye view of your brand’s strengths and weaknesses</li>
<li>Tap a market that’s larger than China and India combined</li>
<li>Deliver superior value to your B2B customers</li>
<li>End the war between sales and marketing</li>
</ul>

HBR's 10 Must Reads on Strategic Marketing

Business & Money

PHILIP KOTLER

Clayton M. Christensen

Theordore Levitt

Fred Reichheld

Business Culture

Harvard Business Review Press

In the first edition of this landmark book, business loyalty guru Fred Reichheld revealed the question most critical to your company’s �Would you recommend us to a friend?” By asking customers this question, you identify detractors , who sully your firm’s reputation and readily switch to competitors, and promoters , who generate good profits and true, sustainable growth.\nYou also generate a vital your Net Promoter Score. Since the book was first published, Net Promoter has transformed companies, across industries and sectors, constituting a game-changing system and ethos that rivals Six Sigma in its power.\nIn this thoroughly updated and expanded edition, Reichheld, with Bain colleague Rob Markey, explains how practitioners have built Net Promoter into a full-fledged management system that drives extraordinary financial and competitive results. With his trademark clarity,\n� Defines the fundamental concept of Net Promoter, explaining its connection to your company’s growth and sustained success 
� Presents the closed-loop feedback process and demonstrates its power to energize employees and delight customers 
� Shares new and compelling stories of companies that have transformed their performance by putting Net Promoter at the center of their business\nPractical and insightful, The Ultimate Question 2.0 provides a blueprint for long-term growth and success.

The Ultimate 2.0: How Net Promoter Companies Thrive in a Customer-Driven World

Rob Markey

CEOs regularly announce ambitious growth targets, then fail to achieve them. The reason? Too many companies are addicted to bad profits. These corporate steroids boost short-term earnings but burn out the employees and alienate customers. They undermine growth by creating legions of detractors―customers who sully the firm's reputation and switch to competitors at the earliest opportunity.Now loyalty expert Fred Reichheld shows how to reverse the equation, turning customers into promoters who generate good profits and true, sustainable growth. The key: one simple question―Would you recommend us to a friend?―that allows companies to track promoters and detractors and produces a clear measure of an organization's performance in its customers' eyes.Analysis shows that on average, increasing the Net Promoter Score (NPS) by a dozen points versus competitors can double a company's growth rate. While easy to grasp, this metric represents a radical change in the way companies manage customer relationships and organize for growth. Rather than relying on notoriously ineffective customer satisfaction surveys, companies can use NPS to measure customer relationships as rigorously as they now measure profits. What's more, NPS finally enables CEOs to hold employees accountable for treating customers right. It clarifies the link between the quality of a company's customer relationships and its growth prospects.Based on extensive research and rich with vivid examples of organizations that have pioneered NPS in practice, The Ultimate Question offers hands-on guidance on how to: Distinguish good profits from bad; Measure NPS and benchmark performance against world-class standards; Quantify the economic value generated by customer word of mouth; Assign accountability for improving customer relationships; Identify core customers and set priorities for strategic investments; Move customers beyond mere "satisfaction" to true loyalty; Create communications of passionate advocates that stimulate innovation and growth. Practical and compelling, The Ultimate Question will help you solve your organization's growth dilemma.

Ultimate Question, The

Self-Help

Franklin Covey on Brilliance Audio

The Ultimate Question 2.0: How Net Promoter Companies Thrive in a Customer-Driven World

Marketing & Sales

Gildan Audio and Blackstone Publishing

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Books by Fred Reichheld