O’Malley, L.
and
Patterson, M.
(1998)
‘Vanishing point: The mix management paradigm reviewed
, Journal of Marketing Management, No. 14, pp.
829-851
.
2.
Rafiq, M.
,
Pervaiz, P. K.
and
Ahmed, K.
(1995)
‘Using the 7Ps as a generic marketing mix: An exploratory survey
of UK and European academics’
, Marketing Intelligence and Planning, Vol. 13, No.
9, pp.
4-15
.