1. Kotler, P., Marketing Management, 2nd edn, Englewood Cliffs, N.J.: Prentice-Hall, 1972, p. 6.
2. This follows a trichotomy suggested by Robert L. King in ‘The Marketing Concept’, in Science in Marketing, ed. George Schwartz, New York: Wiley, 1965. The discussion on these different orientations draws extensively on this source.
3. Meadows, D., et al., The Limits to Growth, London: Earth Island, 1972.
4. General Electric Company, Annual Report, 1952.
5. Keith, R. J., ‘The Marketing Revolution’, Journal of Marketing (January 1960), pp. 35–38.