@article{Aaker_2000, title={The Brand Relationship Spectrum: The key to the Brand Architecture Challenge.}, volume={42}, url={http://ezproxy.lib.gla.ac.uk/login?url=http://search.ebscohost.com./login.aspx?direct=true&db=buh&AN=3633762&site=ehost-live}, number={4}, journal={California Management Review}, author={Aaker, David A.}, year={2000} }
@article{Agarwal_Malhotra_Bolton_2010, title={A Cross-National and Cross-Cultural Approach to Global Market Segmentation: An Application Using Consumers’ Perceived Service Quality}, volume={18}, DOI={10.1509/jimk.18.3.18}, number={3}, journal={Journal of International Marketing}, author={Agarwal, James and Malhotra, Naresh K and Bolton, Ruth N}, year={2010}, month={Sep}, pages={18–40} }
@article{Avlonitis_Indounas_Gounaris_2005, title={Pricing objectives over the service life cycle: some empirical evidence}, volume={39}, DOI={10.1108/03090560510590773}, number={5/6}, journal={European Journal of Marketing}, author={Avlonitis, George J. and Indounas, Kostis A. and Gounaris, Spiros P.}, year={2005}, pages={696–714} }
@article{Barnes_Yamamoto_2008, title={Exploring international cosmetics advertising in Japan}, volume={24}, DOI={10.1362/026725708X306112}, number={3–4}, journal={Journal of Marketing Management}, author={Barnes, Bradley and Yamamoto, Maki}, year={2008}, month={Apr}, pages={299–316} }
@book{Cameron_Quinn_2006, address={San Francisco, Calif}, edition={Rev. ed}, title={Diagnosing and changing organizational culture: based on the competing values framework}, volume={The Jossey-Bass business&management series}, publisher={Jossey-Bass}, author={Cameron, Kim S. and Quinn, Robert E.}, year={2006} }
@article{Chatzipanagiotou_Coritos_2010, title={A suggested typology of Greek upscale hotels based on their MrkIS}, volume={44}, DOI={10.1108/03090561011079800}, number={11/12}, journal={European Journal of Marketing}, author={Chatzipanagiotou, Kalliopi C. and Coritos, Christos D.}, year={2010}, month={Nov}, pages={1576–1611} }
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@article{Comstock, Beth_2010, title={Unleashing The Power Of Marketing.}, volume={88}, url={http://ezproxy.lib.gla.ac.uk/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=buh&AN=53877547&site=ehost-live}, number={10}, journal={Harvard Business Review}, author={Comstock, Beth}, year={2010} }
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@article{Lodish_2007, title={If Brands Are Built over Years, Why Are They Managed over Quarters?}, volume={85}, url={http://ezproxy.lib.gla.ac.uk/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=buh&AN=25355728&site=ehost-live}, number={7}, journal={Harvard Business Review}, author={Lodish, Leonard M.}, year={2007}, pages={104–112} }
@book{Malhotra_2014, address={Harlow, Essex}, edition={4th ed., Pearson new international ed}, title={Basic marketing research}, publisher={Pearson Education}, author={Malhotra, Naresh K.}, year={2014} }
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@article{Narus_1996, title={Rethinking Distribution: Adaptive Channels}, volume={74}, url={http://ezproxy.lib.gla.ac.uk/login?url=http://search.ebscohost.com./login.aspx?direct=true&db=buh&AN=9607100438&site=ehost-live}, number={4}, journal={Harvard Business Review}, author={Narus, James A.}, year={1996} }
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@article{Robert E. Quinn and John Rohrbaugh_1983, title={A Spatial Model of Effectiveness Criteria: Towards a Competing Values Approach to Organizational Analysis}, volume={29}, url={http://ezproxy.lib.gla.ac.uk/login?url=http://www.jstor.org/stable/2631061}, number={3}, journal={Management Science}, publisher={INFORMS}, author={Robert E. Quinn and John Rohrbaugh}, year={1983}, pages={363–377} }
@article{Ross_1984, title={Making money with proactive pricing.}, volume={62}, url={http://ezproxy.lib.gla.ac.uk/login?url=http://search.ebscohost.com./login.aspx?direct=true&db=buh&AN=4150007&site=ehost-live}, number={6}, journal={Harvard Business Review}, author={Ross, Elliot B.}, year={1984} }
@article{Rust, Roland T._2010, title={Rethinking Marketing}, volume={88}, url={http://ezproxy.lib.gla.ac.uk/login?url=http://web.b.ebscohost.com.ezproxy.lib.gla.ac.uk/ehost/pdfviewer/pdfviewer?vid=16&sid=a9d20d47-ecd2-4b24-9f60-873d91dc6111%40sessionmgr104&hid=123}, number={1}, journal={Harvard Business Review}, author={Rust, Roland T.}, year={2010} }
@article{S. Tamer Cavusgil,Ajay Das_1997, title={Methodological issues in empirical cross-cultural research: a survey of the management literature and a framework}, volume={37}, url={http://ezproxy.lib.gla.ac.uk/login?url=http://go.galegroup.com/ps/i.do?id=GALE|A19623928&v=2.1&u=glasuni&it=r&p=EAIM&sw=w&asid=5a58d819075d60c7459cad60f4ff1711}, number={1}, journal={Management International Review}, author={S. Tamer Cavusgil,Ajay Das}, year={1997} }
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@article{Shapiro, Benson E._1988, title={What the Hell Is `Market Oriented?’}, volume={66}, url={http://ezproxy.lib.gla.ac.uk/login?url=http://web.b.ebscohost.com./ehost/pdfviewer/pdfviewer?vid=4&sid=de172bf5-3a77-49d4-9510-8577f08edca1%40sessionmgr113&hid=102}, number={6}, journal={Harvard Business Review}, author={Shapiro, Benson E.}, year={1988} }
@article{Steve Baron,Nigel M. Healey,Janet Ilieva_2002, title={Online surveys in marketing research: pros and cons}, volume={44}, url={http://ezproxy.lib.gla.ac.uk/login?url=http://go.galegroup.com/ps/i.do?id=GALE|A90331975&v=2.1&u=glasuni&it=r&p=EAIM&sw=w&asid=543d3b8d2654bc7703c656f4a7218dd3}, number={3}, journal={International Journal of Market Research}, author={Steve Baron,Nigel M. Healey,Janet Ilieva}, year={2002} }
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@book{West_Ford_Ibrahim_2006, address={Oxford}, title={Strategic marketing: creating competitive advantage}, publisher={Oxford University Press}, author={West, Douglas C. and Ford, John B. and Ibrahim, Essam}, year={2006} }
@article{Yankelovich,_2006, title={Rediscovering market segmentation.}, volume={84}, url={http://ezproxy.lib.gla.ac.uk/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=buh&AN=19406199&site=ehost-live}, number={2}, journal={Harvard Business Review}, author={Yankelovich, Daniel}, year={2006} }
