Increase your marketing impact and deliver competitive advantage. These definitive Harvard Business Review articles will help you build relationships with profitable customers, distinguish your offerings from others, and coordinate fruitfully with your partners in sales.

Includes index.

Rethinking marketing / Roland T. Rust, Christine Moorman, and Gaurav Bhalla -- Branding in the digital age / by 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.