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Suggested ISBM “Must Read” list
This is a focused set of readings that are important. Some are “classic”, some are new.
For more, stay tuned into
  • 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 (1999), Competitors: Outwitting, Outmaneuvering, Outperforming. John Wiley & Sons, ISBN: 0-471-29562-0
  • 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
  • Oliva, Ralph (2008) B2B Marketing: An Overview.
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