Bedbury, S., & Fenichell, S. (2002). A new brand world: 8 principles for achieving brand leadership in the 21st century. Viking.
Cornelissen, J. P. (2003). Change, continuity and progress: the concept of integrated marketing communications and marketing communications practice. Journal of Strategic Marketing, 11(4), 217–234. https://doi.org/10.1080/096525403200015904
Håkansson, H., & Snehota, I. (1989). No business is an island: The network concept of business strategy. Scandinavian Journal of Management, 5(3), 187–200. https://doi.org/10.1016/0956-5221(89)90026-2
Hill, S., & Rifkin, G. (n.d.). Radical marketing: from Harvard to Harley, lessons from ten that broke the rules and made it big. HarperBusiness.
Jaworski, B. J., & Kohli, A. K. (1993). Market orientation: Antecedents and consequences. Journal of Marketing, 57(3), 53–70. https://doi.org/10.2307/1251854
Johnson, M. D., & Selnes, F. (2004). Customer portfolio management: Toward a dynamic theory of exchange relationships. Journal of Marketing, 68(2), 1–17. https://www.jstor.org/stable/30161986
Kim, W. C., & Mauborgne, R. (2015). Blue ocean strategy: how to create uncontested market space and make the competition irrelevant (Exp. ed). Harvard Business School Press. https://ebookcentral.proquest.com/lib/bilibrary/detail.action?docID=5182596
Kotler, P., & Keller, K. L. (n.d.). Marketing management (15th ed., global ed). Pearson Education Limited.
Kotler, P., Keller, K. L., & Lu, T. (2009). Marketing management in China. Prentice Hall.
Noble, C. H., & Mokwa, M. P. (1999). Implementing marketing strategies: Developing and testing a managerial theory. Journal of Marketing, 63(4), 57–73. https://doi.org/10.2307/1251974
Thjømøe, H. M. (2003). The product and the added value : conceptual models for defining, building and communicating the brand. 2nd International Conference on Research in Advertising, University of Amsterdam.
Webster, Jr., F. E. (1992). The changing role of marketing in the corporation. Journal of Marketing, 56(4), 1–17. https://doi.org/10.2307/1251983
