NEW from the bestselling HBR's 10 Must Reads series.

"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 you need to:

• Figure out what business you're "really" in
• Create products that perform the jobs people need to get done
• Get a bird's-eye view of your brand's strengths and weaknesses
• Tap a market that's larger than China and India combined
• Deliver superior value to your B2B customers
• End the war between sales and marketing

• "HBR's 10 Must Reads: The Essentials
• HBR's 10 Must Reads on Communication
• HBR's 10 Must Reads on Collaboration
• 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 Yourself
• HBR's 10 Must Reads on Teams"

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 you need to: Figure out what business you're really inCreate products that perform the jobs people need to get doneGet a bird's-eye view of your brand's strengths and weaknessesTap a market that's larger than China and India combinedDeliver superior value to your B2B customersEnd the war between sales and marketing

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 customers' real needs instead.