WebsterF.E.Jr., ‘The Changing Role of Marketing Within the Corporation,’Journal of Marketing, Vol. 5, No. 6, October, 1992, pp. 117.
2.
OhmaeK., ‘Getting Back to Strategy,’Harvard Business Review, November-December, 1988, pp. 153158.
3.
MorganR. M. and HuntS. D., ‘The Commitment-trust Theory of Relationship Marketing’, Journal of Marketing, Vol. 58, No. 3(Jul), 1994, pp. 2038.
4.
BlattbergR. and DeightonJ.‘Interactive Marketing: Exploiting the Age of Addressability’,Sloan Management Review, Fall, 1991, pp. 514.
5.
Webster, op. cit.
6.
MintzbergH., ‘Opening up the Definition of Strategy,’ in QuinnJ. B., MintzbergH., and JamesR.M., The Strategy Process: Concepts, Contexts and Cases, Englewood Cliffs, NJ: Prentice-Hall, 1988.
7.
Webster, op. cit.
8.
Mintzberg, op. cit.
9.
McKennaR., ‘Marketing is Everything,’Harvard Business Review, Vol. 6, No. 9, January-February, 1991, pp. 5969.
10.
QuinnJ.B., Strategies for Change: Logical Incrementalism, Homewood, IL: Richard D. Irwin, 1980.
11.
FayolHenri, General and Industrial Management, London, UK.: Pitman Paperbacks, Pitman Publishing, 1971, translated from the French by Constance Storrs.
12.
PorterM. E., Competitive Strategy; Techniques for Analyzing Industries and Competitors, New York, NY.: The Free Press, 1980.
13.
PorterM. E., Competitive Advantage: Creating and Sustaining Superior Performance, New York, NY.: The Free Press, 1985.
14.
Blattberg, and Deighton, op. cit.
15.
HamelG. and PrahaladC.K.‘Strategy as Stretch and Leverage,’Harvard Business Review, March-April, 1993, pp. 7584.
16.
Blattberg, and Deighton, op. cit.
17.
RayportJ.F. and SvioklaJ.J.‘Managing in the Marketspace’, Harvard Business Review, Nov-Dec, 1994, pp. 141150.
18.
BonomaT., ‘A marketer's job is to self-destruct’, Marketing News, 24, June 25 1990, p. 10.