Put your customers at the center of your business.

If you read nothing else on marketing, read this book. We've chosen a new selection of current and classic Harvard Business Review articles that will help you identify who your customers are, define the right ways to reach them, and ensure they stay loyal to your company.

This book will inspire you to:

• Understand what customers really want
• Personalize the end-to-end customer journey
• Use AI tools to manage your brand
• Decide whether psychological targeting is right for your company
• Align your sales and marketing teams
• Measure the real value of satisfied customers

HBR's 10 Must Reads are definitive collections of classic ideas, practical advice, and essential thinking from the pages of Harvard Business Review. Exploring topics like disruptive innovation, emotional intelligence, and new technology in our ever-evolving world, these books empower any leader to make bold decisions and inspire others.

This Updated and Expanded edition features new, breakthrough articles, additional short-form pieces, and a detailed discussion guide to give you and your team the tools you need for sustained success.