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References: Johnson, G. and Scholes, K. (1993, 3rd. edition) Exploring Corporate Strategy, Hertfordshire, Prentice Hall Int. (UK) Ltd. Kashani, K. and Turpin, D. (1999) Introduction to Marketing, Switzerland, IMD Kotler, P Kotler, P. (1994, 8th. edition) Marketing Management, Prentice Hall Int. (UK) Ltd.