Contents
Roland T. Rust, Christine Moorman, and Gaurav Bhalla
David C. Edelman
Theodore Levitt
Clayton M. Christensen, Scott Cook, and Taddy Hall
Kevin Lane Keller
Michael J. Silverstein and Kate Sayre
Customer Value Propositions in Business Markets
James C. Anderson, James A. Narus, and Wouter van Rossum
Getting Brand Communities Right
Susan Fournier and Lara Lee
The One Number You Need to Grow
Frederick F. Reichheld
Ending the War Between Sales and Marketing
Philip Kotler, Neil Rackham, and Suj Krishnaswamy
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