REFERENCES

C. Bowman, The Essence of Competitive Strategy, Prentice Hall, 1995

Mark, M. and Pearson, C. (2001). The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes. London: McGraw-Hill.

M.E. Porter, ‘What is strategy?’, Harvard Business Review, 1996, November–December, p. 60

West, D.C., Ford, J. & Ibrahim, E. (2010) Strategic Marketing: Creating Competitive Advantage. 2nd ed. Oxford, Oxford University Press.

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