The rules of the consumer marketing game are changing - and so are the skills required to compete effectively. Technology is redefining the marketing concept, consumers are demanding increasing customization, and global competitors are upping the ante. This colection of over twenty Harvard Business Review articles shows how savvy marketers are responding to these changes. Included are sections on the fundamental changes in consumer markets, getting the consumer product right the first time, building brands, and retailing tactics.



CONTENTS:

The Changing Rules of The Game

* Marketing is everything

* Marketing and its discontents

* What the hell is market oriented

* Fast heat : how Korea won the microwave war

* Cold competition : GE wages the refrigator war



Getting the Job Done

* Automation to boost sales and merketing

* The power of unconditional service guarantees

* Exploit your product's service life cycle

* Gray market : causes and cures



Getting the product right

* Customize your product development

* The house of quality

* Manufacturing offshore is bad business

* Product liability : you're more exposed than you think



Building Brands

* Private labels are back in fashion

* Don't discount off-price retailers

* In services, what's in aname

* Brandstanding : Long-lived product promotion



Tactics for retailers

* The double Jeopardy of sales promotions

* A breeze in the face

* Pulling away from push marketing

* Better markeing at the point of purchase