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Sources list for MCDONALD'S MARKETING CONCEPT: Esslemont, Don and Lewis, Tony. "Some Empirical Tests of the Marketing Concept" Marketing Bulletin, 1991, 2, 1-7Marketing Management Peterson, Robin T. "Small Business Adoption of the Marketing Concept vs. Other Business Strategies." Journal of Small Business Management 27.1 (1989): 38+. Questia. 20 May 2004 <http://www.questia.com/>. Marketing Challenges for Small Businesses Pride, William M and Ferrell, O.C. (2000). Marketing: Concepts and Strategies. Boston, New York: Houghton Mifflin Company. Blockbuster Entertainment Corporation Kotler, Philip (1972). A Generic Concept of Marketing. Journal of Marketing 36 (April), pp. 46-54. Value Chains Varadarajan, P.R. & Menon, A. (1988, July). "Cause related marketing: A co alignment of marketing strategy and corporate philanthropy." Journal of Marketing, 52: 58-74 Cause-Related Marketing More sources on "MCDONALD'S MARKETING CONCEPT"
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