Key Articles

Key articles are management-related articles selected as recommended reading for members by the ISBM. They provide valuable insights to improve your business-to-business marketing practice.

Key Articles

James C. Anderson, James A. Narus, Wouter van Rossum, "Customer Value Propositions in Business Markets," Harvard Business Review, March, 2006

Das Narayandas, "Building Loyalty in Business Markets," Harvard Business Review, September, 2005

Benson P. Shapiro, "Sustainable Market Leadership," Harvard Business School, Note 9-999-009, November 5, 2003