1. Broadening the Concept of Marketing
2. McKinsey and Co (1993), “Marketing's mid‐life crisis”,The McKinsey Quarterly, Vol. 2, pp. 17‐28.
3. The Changing Role of Marketing in the Corporation
4. Commentary Bridging the divide
5. Baker, M.J. (2002), “Editorial, ‘Marketing's domain’”,European Journal of Marketing, Vol. 36, No. 3.