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Books and Articles

TitleAuthor
Value Merchants: Demonstrating and Documenting Superior Value in Business Markets James C. Anderson, Nirmalya Kumar, James A. Narus
Marketing Engineering (rev. 2nd edition) Gary L. Lilien, Arvind Rangaswamy
Winning at New Products Robert G. Cooper, 2011
Learning from the Future Liam Fahey, Robert M. Randall
Customer Visits: Building a Better Market Focus Edward McQuarrie, 2008
B2B Brand Management Philip Kotler, Waldemar Pfoertsch, 2006
Ingredient Branding: Making the Invisible Visible Philip Kotler, Waldemar Pfoertsch
How to Grow When Markets Don’t Adrian J. Slywotzky, Richard Wise, Karl Weber
Marketing Navigation: How To Keep Your Marketing Plan on Course To Implementation Success Edmund Bradford, Steve Erickson, and Malcolm McDonald
Winning with Customers: Do Your Customers Make More Money Doing Business With You? A Playbook for B2B D. Keith Pigues , Jerry D. Alderman , Karel Czanderna
Tiebreaker Selling James Anderson, 2014
Customer Value Propositions in Business Markets Anderson, J, Narus, J. (2006), Harvard Business Review, Reprint R0603F
Why the Highest Price is Not Always the Best Price Anderson, J., Wouters, M., and Narus, J., MIT Sloan Management Review, Winter 2010
Ending the War Between Sales and Marketing Kotler, P, Rackham, N., and Krishnaswamy, S., 2006, Harvard Business Review Reprint R0607E
B2B Marketing: An Overview Ralph Oliva (2007)
Branding in the Digital Age David Edelmin, December 2010