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James A. Narus

Professor of Business Marketing

Wake Forest University


James A. Narus is professor of business marketing at the Babcock Graduate School of Management, Wake Forest University, and a Distinguished Research Fellow at the Institute for the Study of Business Markets at The Pennsylvania State University.

Professor Narus’s interests include value-based marketing, the management of market offerings, distribution channel design and management,and partnerships and networks within business markets. He routinely teaches courses on business-to-business marketing, marketing channel management, and marketing management and also has taught strategic account management, sales management, marketing strategy and policy, brand management, and advertising management.

Professor Narus’s numerous articles and research papers on business market management topics have appeared in Harvard Business Review, Sloan Management Review, California Management Review, and Journal of Marketing, among others. One of his Harvard Business Review articles is among the top five best selling HBR reprints since 1990. In addition, Professor Narus is coauthor of Business Market Management: Understanding, Creating, and Delivering Customer Value (2d ed.) and the author of Connect with Your Suppliers: A Wholesaler-Distributor’s Guide to Electronic Communications Systems.

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