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Spanning Silos: The New CMO Imperative

by David A. Aaker Harvard Business Review Press (October 21, 2008)

Powerful product, country, and functional silos are jeopardizing companies' marketing efforts. Because of silos, firms misallocate resources, send inconsistent messages to the marketplace, and fail to leverage...


Private Label Strategy

by Nirmalya Kumar & Jan-benedict E. m. Steenkamp Harvard Business Review Press (February 13, 2007)

As retailers have become more powerful and global, they have increasingly focused on their own brands at the expense of manufacturer brands. Rather than simply selling on price, retailers have transformed private...


Authenticity

by James H. Gilmore & B. Joseph Pine II Harvard Business Review Press (October 18, 2007)

Contrived. Disingenuous. Phony. Inauthentic. Do your customers use any of these words to describe what you sell—or how you sell it? If so, welcome to the club. Inundated by fakes and sophisticated counterfeits,...


Marketing Myopia

by Theordore Levitt Harvard Business Review Press (June 16, 2008)

What business is your company really in? That's a question all executives should all ask before demand for their firm's products or services dwindles.

In Marketing Myopia, Theodore Levitt offers examples of companies...


The HBR?s 10 Must Reads Collection (12 Books) (HBR?s 10 Must Reads)

by Harvard Business Review, Peter F. Drucker, Clayton M. Christensen & Daniel Goleman et al. Harvard Business Review Press (December 16, 2014)

This essential, comprehensive digital collection delivers the entire 12 books of the HBR’s 10 Must Reads series with over 120 Harvard Business Review articles.

With this essential collection from Harvard Business...


Superconsumers

by Eddie Yoon Harvard Business Review Press (November 29, 2016)

Pork dorks. Craftsters. American Girl fans. Despite their different tastes, these eclectic diehards have a lot in common: they’re obsessed about a specific brand, product, or category. They pursue their passions...


Edge Strategy

by Alan Lewis & Dan McKone Harvard Business Review Press (December 29, 2015)

Are you missing opportunities for growth that are right in front of you?

In today’s volatile economic environment, filled with uncertainty and sudden change, the forces pushing you to stay focused on the core...


The Analytical Marketer

by Adele Sweetwood & Thomas H. Davenport Harvard Business Review Press (September 13, 2016)

How to lead the change

Analytics are driving big changes, not only in what marketing departments do but in how they are organized, staffed, led, and run. Leaders are grappling with issues that range from building...