1
David Ogilvy, Confessions of an Advertising Man (New York: Atheneum, 1963): 99.
2
Ralf Leszinski and Michael Marn, “Setting Value, Not Price”, McKinsey Quarterly (1997, Number 1): 98–115.
3
Robert J. Dolan and Hermann Simon, Pricing Power (New York: Free Press, 1996): 25.
4
Robert J. Dolan and Hermann Simon, Pricing Power (New York: Free Press, 1996): 328.