HBR's 10 must reads on strategic marketing. - Harvard Business Review Press (Boston, Massachusetts : Harvard Business Review Press, 2013)
Rethinking marketing / by Roland T. Rust, Christine Moorman, and Gaurav Bhalla -- Branding in the digital age / by David C. Edelman -- Marketing myopia / by Theodore Levitt -- Marketing malpractice : the cause and the cure / by Clayton M. Christensen, Scott Cook, and Taddy Hall -- The brand report card / by Kevin Lane Keller -- The female economy / by Michael J. Silverstein and Kate Sayre -- Customer value propositions in business markets / by James C. Anderson, James A. Narus, and Wouter Van Rossum -- Getting brand communities right / by Susan Fournier and Lara Lee -- The one number you need to grow / by Frederick F. Reichheld -- Ending the war between sales and marketing / by Philip Kotler, Neil Rackham, and Suj Krishnaswamy.
Includes index.
Description based on print version record.
Keywords: Marketing -- Management; Strategic planning; Marketing -- Management; Strategic planning; BUSINESS & ECONOMICS / Industrial Management; BUSINESS & ECONOMICS / Management; BUSINESS & ECONOMICS / Management Science; BUSINESS & ECONOMICS / Organizational Behavior; elektronické knihy; electronic books