1. Joshi, Rakesh Mohan, (2005) International Marketing, Oxford University Press, New Delhi and New York ISBN 0-19-567123-6
2. Kotler, P. (1972, April). A generic concept of marketing. Journal of Marketing, 36, 46-54.
Kotler, P. (2001). A framework for marketing management. Upper Saddle River, N.J.:Prentice Hall, p.4.
Armstrong, G. & Kotler, P. (2005), Marketing: An introduction (7th ed.). Upper Saddle River, N.J.:Pearson Prentice Hall, p.6 & p.10.
For a detailed look at the contribution of Peter Kotler, see http://www.lib.uwo.ca/business/kotler.html
3. Exchange, is the act of obtaining a desired object from someone by offering something in return. Kotler, P. & Armstrong, G. (2001). Principles of marketing (9th ed.). Upper Saddle River, N.J.: Prentice Hall, p.9.