Marketing myopia critique

HBR’s 10 Must Reads series is the definitive collection of ideas and best practices for aspiring and experienced leaders alike. These books offer essential reading selected from the pages of Harvard Business Review on topics critical to the success of every manager. Titles include: HBR’s 10 Must Reads on Change Management HBR’s 10 Must Reads on Collaboration HBR’s 10 Must Reads on Communication HBR’s 10 Must Reads on Innovation HBR’s 10 Must Reads on Leadership HBR’s 10 Must Reads on Making Smart Decisions HBR’s 10 Must Reads on Managing People HBR’s 10 Must Reads on Managing Yourself HBR’s 10 Must Reads on Strategic Marketing HBR’s 10 Must Reads on Strategy HBR’s 10 Must Reads on Teams HBR’s 10 Must Reads: The Essentials On Strategic Marketing HARVARD BUSINESS REVIEW PRESS Boston, Massachusetts Find more digital content or join the discussion on www.hbr.org. Copyright 2013 Harvard Business School Publishing Corporation All rights reserved No part of this publication may be reproduced, stored in or introduced into a retrieval system, or transmitted, in any form, or by any means (electronic, mechanical, photocopying, recording, or otherwise), without the prior permission of the publisher. Requests for permission should be directed to permissions@hbsp.harvard.edu, or mailed to Permissions, Harvard Business School Publishing, 60 Harvard Way, Boston, Massachusetts 02163. The web addresses referenced in this book were live and correct at the time of the book’s publication but may be subject to change. Library of Congress Cataloging-in-Publication Data HBR’s 10 must reads on strategic marketing. p. cm. — (HBR’s 10 must read series) Includes index. ISBN 978-1-4221-8988-7 1. Marketing—Management. 2. Strategic planning. I. Harvard business review. II. Title: HBR’s ten must reads on strategic marketing. III. Title: Harvard business review’s 10 must reads on strategic marketing. HF5415.13.H368 2013 658.8'02—dc23 2012037855 eISBN: 978-1-4221-9152-1 Contents Rethinking Marketing Roland T. Rust, Christine Moorman, and Gaurav Bhalla Branding in the Digital Age David C. Edelman Marketing Myopia Theodore Levitt Marketing Malpractice Clayton M. Christensen, Scott Cook, and Taddy Hall The Brand Report Card Kevin Lane Keller The Female Economy Michael J. Silverstein and Kate Sayre Customer Value Propositions in Business Markets James C. Anderson, James A. Narus, and Wouter van Rossum Getting Brand Communities Right Susan Fournier and Lara Lee The One Number You Need to Grow Frederick F. Reichheld Ending the War Between Sales and Marketing Philip Kotler, Neil Rackham, and Suj Krishnaswamy About the Contributors Index Rethinking Marketing by Roland T. Rust, Christine Moorman, and Gaurav Bhalla IMAGINE A BRAND MANAGER sitting in his office developing a marketing strategy for his company’s new sports drink. He identifies which broad market segments to target, sets prices and promotions, and plans mass media communications. The brand’s performance will be measured by aggregate sales and profitability, and his pay and future prospects will hinge on those numbers.