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1. .: David A. Aaker, The Brand Relevance Challenge, Strategy & Business, Spring 2004, and David A. Aaker, Brand Portfolio Strategy, Chapter 3, New York: The Free Press, 2004.
2. Greg Stanger, Clark Newby, Todd Andrews, Rob Warner, Presley Stokes, and Lisen Stromberg, The Ready to Eat Cereal Market, unpublished paper, 1991.
3. , : Michael . Porter, Competitive Advantage, New York: The Free Press, 1985, chapter 1.
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4. Schwinn , Prophet Brand Strategy.
5. Irma Zandl, How to Separate Trends from Fads, Brandweek, October 23,2000, pp. 30-35.
6. Faith Popcorn and Lys Marigold, Clicking, HarperCollins, 1997, pp. 11-12.
7. James Daly, Sage Advice Interview with Peter Drucker, Business 2.0, August 22, 2000, pp. 134-144.
8. George S. Day, Adam J. Fein, Gregg Ruppersberger, Shakeouts in Digital Markets: Lessons for GB2B Exchanges, California Management Review, Winter 2003, pp. 131-133.
9. Steven P. Schnaars, Growth Market Forecasting Revisited: A Look Back at a Look Forward, California Management Review 28(4), Summer 1986.
10. Tim Carvell, These Prices Really Are Insane, Fortune, August 4,1997, pp. 109-114.
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