1. See for example, Stanton, William J., Fundamentals of Marketing, 2nd edition,New York: McGraw-Hill, 1967, pp.572-574; Buell, Victor P., Handbook of Modern Marketing,New York: McGraw-Hill, 1970, pp. 1-41-1-50,4-43-4-50,12-110-12-121.
2. Broadening the Concept of Marketing