Notes

Introduction

1.Dalgic (1994).

Chapter 1

1.Berkowitz, Kerin, and Rudelius (1989).

2.Ferrell and Hartline (2011), p. 51.

3.Keith (1960).

4.Keith (1960), p. 36.

5.Kotler and Armstrong (2012), p. 9.

6.Fullerton (1988), p.108.

7.Mooradian, Matzler, Ring (2012), p. 154.

8.Ford (1922), p.72.

9.Kotler (1998).

10.Miller and Layton (2001).

11.Kotler and Armstrong (2012).

12.Kotler and Armstrong (2012), p. 10.

13.Mullins and Walker (2010), p.38.

14. McCarthy and Perreault, (1987), p. 27.

15.Keith (1960).

16.Kotler and Armstrong (2012).

17.Lindgren and Shimp (1996), p. 18.

18.Lamb, Hair, and McDaniel (2011), p. 4.

19.Webster (1988).

20.Kotler and Keller (2012), p.18.

21.Ferrell and Hartline (2011), p. 51.

22.Mooradian, Matzler, and Ring (2012), p. ...

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