Rapp, Stan and Collins, MaxiMarketing, McGrawHill Book Company, Hamburg, 1988.
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Ambler, Tim, ‘How Much of Brand Equity is explained by Trust’, Management Decision, available at http:/www.mcb.co.uk/services/conferen/feb96/relation.mar/new_phil/backgrnd.html
McKenna, Regis, The Regis Touch – New Marketing Strategies for Uncertain Times, Addison-Wesley Publishing Company, Reading, Massachusetts, 1986
‘Sales and Marketing Planning and Analysis for the Enterprise’, An Arbor Software White Paper, 1996
Brookes, Richard, The New Marketing, Gower Publishing Company Limited, Aldershot, England, 1988.
McKenna, Regis, Real Time – Preparing for the Age of the Never Satisfied Custode, Harvard Business School Press, Boston, Massachussets, 1997
Rapp
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