Harvard Business Review on Marketing

Rating:
Summary: Basic, Yes, But Invaluable
Review: I read this book when it was first published in 1999 and recently re-read it, curious to see how well it has held up during the past five years. I think it has done so to a remarkable extent, with my only regret being that Theodore Levitt's "Marketing Myopia" is not included among the selections. This is one in a series of several dozen volumes which comprise the "Harvard Business Review Paperback Series." Each offers direct, convenient, and inexpensive access to the best thinking on the given subject in articles originally published by the Harvard Business Review. I strongly recommend all of the volumes in the series. The individual titles are listed at this Web site: www.hbsp.harvard.edu. The authors of various articles are among the world's most highly regarded experts on the given subject. All of the volumes have been carefully edited. An Executive Summary introduces each selection. Supplementary commentaries are also provided in most of the volumes, as is an "About the Contributors" section which usually includes suggestions of other sources which some readers may wish to explore.

In this volume, we are provided with a variety of perspectives on marketing: Keller's on "the brand score card," Jackson's on bringing a dying brand back to life, Rao/Bergen/Davis' on how to fight a price war, Kenny and Marshall's on "contextual marketing" (i.e. "the real business of the Internet"), Aaker and Joachimsthaler's on the "lure" of global branding, Hatch and Schultz' on getting corporate strategy and branding in alignment, Brown's on "tormenting" customers, and Almquist and Wyner's on how to increase the ROI on marketing with experimental design. Quite true, some of the material is dated and inevitably so, given the elapsed time since the articles were published in the Harvard Business Review. However, in my opinion, the principles advocated and the core strategies recommended remain relevant to the contemporary marketplace.

For about the cost of breakfast in an upscale Manhattan restaurant, each volume in this series provides an intellectual feast. It remains for each reader to determine, of course, which of the volumes will be most nutritious to her or his appetite.

Rating:
Summary: A Collection of the best articles from the HBR magazine.
Review: 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!