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Title: Harvard Business Review on Marketing by Harvard Business Review, Harvard Business School Press ISBN: 1-57851-804-0 Publisher: Harvard Business School Press Pub. Date: 07 May, 2002 Format: Paperback Volumes: 1 List Price(USD): $19.95 |
Average Customer Rating: 5 (1 review)
Rating: 5
Summary: A Collection of the best articles from the HBR magazine.
Comment: There are now over 20 books in this Harvard Business Review series. All the books are compilations of the best articles from the Harvard Business Review magazine. This book is one of the best books in the series for the quality, relevance, and usefulness of the articles selected for inclusion.
The eight articles selected for this book are 'The Brand Report Card', 'Bringing a Dying Brand Back to Life', 'How to Fight a Price War', 'Contextual Marketing: The Real Business of the Internet', 'The Lure of Global Marketing', 'Are the Strategic Stars Aligned for Your Corporate Brand', 'Torment Your Customers (They'll Love It), and 'Boost Your Marketing ROI with Experimental Design'.
My favorite article was the first one 'The Brand Report Card'. This article in just a few pages cuts to the core of how to evaluate the strength of your brand using a very logical approach.
The article on Contextual Marketing about the Internet is very interesting since it was written in late 2000 and makes predictions about how the Internet will change by the end of 2003 to 2005. But even the basic predictions haven't come true regarding how ubiquitous the authors predict the Internet will become. Yes, we have access to the Internet through wireless devices but they are not very profitable for businesses right now. Of course, the current economic conditions are influencing the predictions quite significantly.
Overall, this is indeed an excellent collection of articles relating to Marketing and the book is priced well since it is far more expensive to buy the same collection of articles directly from Harvard Business Review online (almost 5 times more expensive).
I have been reading several books on marketing over the last few years to apply in my small business and this book is one of the best I have read. It is less than 200 pages long and makes for a very quick yet powerful read. Enjoy reading and benefiting from the book!
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