@book{Bedbury_Fenichell_2002, address={New York}, title={A new brand world: 8 principles for achieving brand leadership in the 21st century}, publisher={Viking}, author={Bedbury, Scott and Fenichell, Stephen}, year={2002} }
@article{Cornelissen_2003, title={Change, continuity and progress: the concept of integrated marketing communications and marketing communications practice.}, volume={11}, url={https://search.ebscohost.com/login.aspx?direct=true&db=bsu&AN=11763013}, DOI={10.1080/096525403200015904}, number={4}, journal={Journal of Strategic Marketing}, author={Cornelissen, Joep P.}, year={2003}, pages={217–234} }
@article{Håkansson_Snehota_1989, title={No business is an island: The network concept of business strategy}, volume={5}, DOI={10.1016/0956-5221(89)90026-2}, number={3}, journal={Scandinavian Journal of Management}, author={Håkansson, Håkan and Snehota, Ivan}, year={1989}, pages={187–200} }
@book{Hill_Rifkin, address={New York, N.Y.}, title={Radical marketing: from Harvard to Harley, lessons from ten that broke the rules and made it big}, publisher={HarperBusiness}, author={Hill, Sam and Rifkin, Glenn} }
@article{Jaworski_Kohli_1993, title={Market orientation: Antecedents and consequences}, volume={57}, url={https://research.ebsco.com/c/b4vr6r/search/details/jvaji4y33b}, DOI={10.2307/1251854}, number={3}, journal={Journal of Marketing}, author={Jaworski, Bernard J. and Kohli, Ajay K.}, year={1993}, pages={53–70} }
@article{Johnson_Selnes_2004, title={Customer portfolio management: Toward a dynamic theory of exchange relationships}, volume={68}, url={https://www.jstor.org/stable/30161986}, number={2}, journal={Journal of Marketing}, author={Johnson, Michael D. and Selnes, Fred}, year={2004}, pages={1–17} }
@book{Kim_Mauborgne_2015, address={Boston, Mass}, edition={Exp. ed}, title={Blue ocean strategy: how to create uncontested market space and make the competition irrelevant}, url={https://ebookcentral.proquest.com/lib/bilibrary/detail.action?docID=5182596}, publisher={Harvard Business School Press}, author={Kim, W. Chan and Mauborgne, Renée}, year={2015} }
@book{Kotler_Keller, address={Harlow, Essex}, edition={15th ed., global ed}, title={Marketing management}, publisher={Pearson Education Limited}, author={Kotler, Philip and Keller, Kevin Lane} }
@book{Kotler_Keller_Lu_2009, address={Singapore}, title={Marketing management in China}, publisher={Prentice Hall}, author={Kotler, Philip and Keller, Kevin Lane and Lu, Taihong}, year={2009} }
@article{Noble_Mokwa_1999, title={Implementing marketing strategies: Developing and testing a managerial theory}, volume={63}, url={https://www.jstor.org/stable/1251974}, DOI={10.2307/1251974}, number={4}, journal={Journal of Marketing}, author={Noble, Charles H. and Mokwa, Michael P.}, year={1999}, pages={57–73} }
@misc{Thjømøe_2003, title={The product and the added value : conceptual models for defining, building and communicating the brand}, publisher={2nd International Conference on Research in Advertising, University of Amsterdam}, author={Thjømøe, Hans Mathias}, year={2003} }
@article{Webster, Jr._1992, title={The changing role of marketing in the corporation}, volume={56}, url={https://www.jstor.org/stable/1251983}, DOI={10.2307/1251983}, number={4}, journal={Journal of Marketing}, author={Webster, Jr., Frederick E.}, year={1992}, pages={1–17} }
