Маркетинг, PR
3584 кн.
In their first book, Ten Rules for Strategic Innovators, the authors provided a better model for executing disruptive innovation. They laid out a three-part plan for launching high-risk/high-reward innovation efforts: (1) borrow assets from the existing firms, (2) unlearn and unload certain processes and systems that do not serve the new entity, and (3) learn and build all new capabilities and skills.In their study of the Ten Rules in action, Govindarajan and Trimble observed many other kinds of...
| Автор | Vijay Govindarajan |
The End of Assembly Line ManagementWe’re in the midst of a revolution. Quantum leaps in technology are enabling organizations to observe and measure people’s behavior in real time, communicate internally at extraordinary speed, and innovate continuously. These new, software-driven technologies are transforming the way companies interact with their customers, employees, and other stakeholders.This is no mere tech issue. The transformation requires a complete rethinking of the...
| Автор | Jeff Gothelf |
Stop pushing products—and start cultivating relationships with the right customers. If you read nothing else on marketing that delivers competitive advantage, read these 10 articles. We’ve combed through hundreds of articles in the Harvard Business Review archive and selected the most important ones to help you reinvent your marketing by putting it—and your customers—at the center of your business. Leading experts such as Ted Levitt and Clayton Christensen provide the insights and advice...
| Автор | Philip Kotler |
We live in an age of persuasion. Leaders and institutions of every kind–public and private, large and small–must compete in the marketplace of images and messages. This has been true since the advent of mass media, from broad circulation magazines and radio through the age of television and the internet. Yet there have been very few true geniuses at the art of mass persuasion in the last century. In public relations, Edward Bernays comes to mind. In advertising, most Hall-of-Famers–J. Walter...
| Автор | Jeffrey L. Cruikshank |
Dataviz—the new language of businessA good visualization can communicate the nature and potential impact of information and ideas more powerfully than any other form of communication.For a long time “dataviz” was left to specialists—data scientists and professional designers. No longer. A new generation of tools and massive amounts of available data make it easy for anyone to create visualizations that communicate ideas far more effectively than generic...
| Автор | Scott Berinato |
We are no longer an economy of products and services. The digital transformation demands that we focus our attention on experiences and outcomes. Business leaders and their organizations must shift to keeping promises—no matter how their customers interact with them.But organizations no longer control the conversation. In this era of social and mobile technology, customers, employees, suppliers, and partners are in direct communication with one another. Those personal networks and the...
| Автор | R "Ray" Wang |
Is your company a storyteller—or a storydoer?The old way to market a business was storytelling. But in today’s world, simply communicating your brand’s story in the hope that customers will listen is no longer enough. Instead, your authentic brand must be evident in every action the organization undertakes.Today’s most successful businesses are storydoers.These companies create products and services that, from the very beginning, are manifestations of an...
| Автор | Ty Montague |
Make every minute count. Your calendar is full, and yet your meetings don’t always seem to advance your work. Problems often arise with unrealistic or vague agendas, off-track conversations, tuned-out participants who don’t know why they’re there, and follow-up notes that no one reads—or acts on. Meetings can feel like a waste of time. But when you invest a little energy in preparing yourself and your participants, you’ll stay focused, solve problems, gain consensus, and leave each meeting...
| Автор | Harvard Business Review (HBR) |
Welcome to Culturematic: How Reality TV, John Cheever, a Pie Lab, Julia Child, Fantasy Football, Burning Man, the Ford Fiesta Movement, Rube Goldberg, NFL Films, Wordle, Two and a Half Men, a 10,000-Year Symphony, and ROFLCom Memes Will Help You Create and Execute Breakthrough IdeasA Culturematic is a little machine for making culture. It’s an ingenuity engine.Once wound up and released, the Culturematic acts as a probe into the often-alien world of contemporary culture, to test the...
| Автор | Grant McCracken |
“Anyone who comes to pitch on Shark Tank should read this book first!”—Barbara Corcoran, ABC's Shark Tank“I have seen literally thousands of companies trying to raise capital and know that a great pitch deck is critical. This book gives you the playbook for creating yours.”—Naval Ravikant, cofounder and CEO, AngelList“I raised twice the amount of money I set out to in a mere five weeks. I’m naming my firstborn child...
| Автор | Evan Baehr |
Feeling stressed about your upcoming presentation? Whether you're nervous about how you'll organize your thoughts or how you'll articulate them on the big day, Presentations provides the quick guidelines and expert tips you need to:Craft your messagePrepare and rehearse effectivelyEngage your audienceManage Q&A sessions Don't have much time? Get up to speed fast on the most essential business skills with HBR's 20-Minute Manager series. Whether you need a crash...
| Автор | Harvard Business Review (HBR) |
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 with fervor, and they’re extremely knowledgeable about the things they love. They aren’t average consumers—they’re superconsumers.Although small in number, superconsumers can have an outsized impact on a company’s bottom line....
| Автор | Eddie Yoon |
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, people increasingly see the world in terms of real or fake. They would rather buy something real from someone genuine rather than something fake from some phony. When deciding to buy, consumers judge an offering's (and a company's) authenticity as much as—if...
| Автор | B. Joseph Pine II |
Caveat venditor—let the seller bewareWhile marketers look for more ways to get personal with customers, including new tricks with “big data,” customers are about to get personal in their own ways, with their own tools. Soon consumers will be able to:• Control the flow and use of personal data• Build their own loyalty programs• Dictate their own terms of service• Tell whole markets what they want, how they want it, where and when...
| Автор | Doc Searls |
Whether you're new to running meetings or a seasoned executive with no time to waste, leading effective (and even pleasant!) meetings is a must. Running Meetings guides you through the basics of:Crafting a useful agendaInviting the right team membersMaking sure everyone's voice is heard while avoiding conflictCapturing decisions, ideas, and follow-up tasks Don't have much time? Get up to speed fast on the most essential business skills with HBR's 20-Minute Manager ...
| Автор | Harvard Business Review (HBR) |
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 that became obsolete because they misunderstood what business they were in and thus what their customers wanted. He identifies the four widespread myths that put companies at risk of obsolescence and explains how business leaders can shift their attention to...
| Автор | Theordore Levitt |
Introducing “return on relationship” with your most valued customersThe traditional model of growing your business—by relying on employees in sales, marketing, and product development—is dying. Today’s most successful companies are taking a different approach: getting customers to market, sell, and create products for them.In assessing client value, most companies look at the money paid for their goods and services. But in this book, Customer...
| Автор | Bill Lee |
How do you gain influence for an idea?In Breaking Out, idea developer and adviser John Butman shows how the methods of today’s most popular “idea entrepreneurs”—including dog psychologist Cesar Millan, French lifestyle guru Mireille Guiliano (French Women Don’t Get Fat), TOMS founder Blake Mycoskie, and many others—can help you take an idea public and build influence for it.It isn’t easy. Butman argues that the rise of the...
| Автор | John Butman |
Trying to get your message heard? Build an iconic brand?Welcome to the battlefield.The story wars are all around us. They are the struggle to be heard in a world of media noise and clamor. Today, most brand messages and mass appeals for causes are drowned out before they even reach us. But a few consistently break through the din, using the only tool that has ever moved minds and changed behavior—great stories.With insights from mythology, advertising history, evolutionary biology, and...
| Автор | Jonah Sachs |
DON'T LET YOUR WRITING HOLD YOU BACK.When you’re fumbling for words and pressed for time, you might be tempted to dismiss good business writing as a luxury. But it’s a skill you must cultivate to succeed: You’ll lose time, money, and influence if your e-mails, proposals, and other important documents fail to win people over.The HBR Guide to Better Business Writing, by writing expert Bryan A. Garner, gives you the tools you need to express your ideas clearly and...
| Автор | Bryan A. Garner |
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 labels into brands. Consequently, manufacturers such as Johnson & Johnson, Nestle, and Procter & Gamble now compete with their largest customers: major retail chains like Carrefour, CVS, Tesco, and Wal-Mart. The growth in private labels has huge implications for managers on both...
| Автор | Nirmalya Kumar |
TAKE THE PAIN OUT OF PRESENTATIONS. Terrified of speaking in front of a group? Or simply looking to polish your skills? No matter where you are on the spectrum, this guide will give you the confidence and the tools you need to get results. Written by presentation expert Nancy Duarte, the HBR Guide to Persuasive Presentations will help you:Win over tough crowdsOrganize a coherent narrativeCreate powerful messages and visualsConnect with and engage your audienceShow people why your ideas...
| Автор | Nancy Duarte |
In 1999, Joseph Pine and James Gilmore offered this idea to readers as a new way to think about connecting with customers and securing their loyalty. As a result, their book The Experience Economy is now a classic, embraced by readers and companies worldwide and read in more than a dozen languages.And though the world has changed in many ways since then, the way to a customer's heart has not. In fact, the idea of staging experiences to leave a memorable—and...
| Автор | B. Joseph Pine II |
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 scale economies and successes–all of which can threaten a company's survival.As David Aaker shows in Spanning Silos, the unfettered decentralization that produces silos is no longer feasible in today's marketplace. It's up to chief marketing officers to break down silo...
| Автор | David A. Aaker |