1. Throughout this chapter the terms ‘product’ and ‘service’ will be used as implying the other unless specifically stated to the contrary.
2. E. Raymond Corey, ‘Key Options in Market Selection and Product Planning’, Harvard Business Review (September-October 1975).
3. London: Business Publications (1962) p. 33.
4. Robert C. Bennett and Robert G. Cooper, ‘The Misuse of Marketing: an American tragedy’, McKinsey Quarterly (Autumn 1982) pp. 52–69.
5. Lawrence Abbott, Quality and Competition (New York: Columbia University Press, 1955) p. 9.