Bedbury, Scott, and Stephen Fenichell. 2002. A New Brand World: 8 Principles for Achieving Brand Leadership in the 21st Century. New York: Viking.
Cornelissen, Joep P. 2003. ‘Change, Continuity and Progress: The Concept of Integrated Marketing Communications and Marketing Communications Practice.’ Journal of Strategic Marketing 11(4):217–34. doi: 10.1080/096525403200015904.
Håkansson, Håkan, and Ivan Snehota. 1989. ‘No Business Is an Island: The Network Concept of Business Strategy’. Scandinavian Journal of Management 5(3):187–200. doi: 10.1016/0956-5221(89)90026-2.
Hill, Sam, and Glenn Rifkin. n.d. Radical Marketing: From Harvard to Harley, Lessons from Ten That Broke the Rules and Made It Big. New York, N.Y.: HarperBusiness.
Jaworski, Bernard J., and Ajay K. Kohli. 1993. ‘Market Orientation: Antecedents and Consequences’. Journal of Marketing 57(3):53–70. doi: 10.2307/1251854.
Johnson, Michael D., and Fred Selnes. 2004. ‘Customer Portfolio Management: Toward a Dynamic Theory of Exchange Relationships’. Journal of Marketing 68(2):1–17.
Kim, W. Chan, and Renée Mauborgne. 2015. Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant. Exp. ed. Boston, Mass: Harvard Business School Press.
Kotler, Philip, and Kevin Lane Keller. n.d. Marketing Management. 15th ed., global ed. Harlow, Essex: Pearson Education Limited.
Kotler, Philip, Kevin Lane Keller, and Taihong Lu. 2009. Marketing Management in China. Singapore: Prentice Hall.
Noble, Charles H., and Michael P. Mokwa. 1999. ‘Implementing Marketing Strategies: Developing and Testing a Managerial Theory’. Journal of Marketing 63(4):57–73. doi: 10.2307/1251974.
Thjømøe, Hans Mathias. 2003. ‘The Product and the Added Value : Conceptual Models for Defining, Building and Communicating the Brand’.
Webster, Jr., Frederick E. 1992. ‘The Changing Role of Marketing in the Corporation’. Journal of Marketing 56(4):1–17. doi: 10.2307/1251983.
