1. Philip Kotler, Marketing 3.0: From Products to Customers to the Human Spirit (Hoboken, NJ: John Wiley & Sons, 2010), 45.
2. Philip Kotler, Dipak C. Jain, and Suvit Maesincee, Marketing Moves (Boston: Harvard Business School Press, 2002), x, 21.
3. Stephen Sondheim, You Gotta Get a Gimmick, “Gypsy,” 1962.
4. Arthur Miller, Death of a Salesman (New York: Dramatists Play Service, 1998; first published in Great Britain: Crescent Press, 1949), 36.
5. Peter F. Drucker, Management: Tasks, Responsibilities, Practices (New York: Harper & Row, 1973), 64–65. Emphasis mine.