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Baines, Fill & Page: Marketing

Chapter 02

Research Insight 2.1
Levitt, T. (1960), "Marketing Myopia", Harvard Business Review, July-August,.45-56
Research Insight 2.2
Porter, M.E. (1979), "How competitive forces shape strategy", Harvard Business Review, Vol.57, No.2, (March/April),.137-145
Research Insight 2.3
Day, G. (1977), "Diagnosing the product portfolio", Journal of Marketing, April, 29-38