This is a focused set of readings that are important. Some are “classic”, some are new.
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Anderson, J, Kumar, N, Narus, J (2007) Value Merchants: Demonstrating and Documenting Superior Value in Business Markets. Harvard Business School Press, ISBN: 978-1-4221-0335-7
Cooper, Robert G. (2011) Winning at New Products (Completely Revised and Updated Fourth Edition); ISBN: 978-0-465-02578-7
Fahey, Liam (1998) Learning from the Future, John Wiley & Sons, ISBN: 0-471-30352-6
Wiersema, Fred (1998) Customer Intimacy: Pick Your Partners, Shape Your Culture, Win Together. Santa Monica, Calif. Knowledge Exchange, ISBN: 1888232005
McQuarrie, Edward, (2008), Customer Visits: Building a Better Market Focus. M.E. Sharpe, Inc. ISBN: 978-0-7656-2225-9
Kotler, P., Pfoertsch, W., (2006) B2B Brand Management, Springer Berlin Heidelberg, ISBN: 3-540-25360-2
Kotler, P., Pfoertsch, W., (2010) Ingredient Branding: Making the Invisible Visible. Springer Berlin Heidelberg, ISBN: 978-3-642-04213-3
Slywotzky, A.and Wise, R. (2003) How to Grow When Markets Don’t, ISBN 0-446-53177-4
Key articles
Anderson, J, Narus, J. (2006) Customer Value Propositions in Business Markets. Harvard Business Review. Reprint R0603F
Anderson, J., Wouters, M., and Narus, J. Why the Highest Price is Not Always the Best Price, MIT Sloan Management Review, Winter 2010
Narayandas, D. (2005) Building Loyalty in Business Markets. Harvard Business Review. Reprint R0509H
Shapiro, Ben (2003) Sustainable Market Leadership. Harvard Business Review. Reprint 9-999-009
Narayandas, Das (2003) Customer Management Strategy in Business Markets, Harvard Business Review. Reprint: 9-503-060
Kotler, P, Rackham, N., and Krishnaswamy, S. Ending the War Between Sales and Marketing, Harvard Business Review Reprint R0607E