McCarthyE. Jerome, Basic Marketing: A Managerial Approach, 3rd ed. (Homewood, Ill.: Irwin, 1968), p. 281.
2.
FieldGeorge A.DouglasJohnTarpeyL. X., Marketing Management: A Behavioral Systems Approach. (Columbus, Ohio: Merrill, 1966), pp. 389–390.
3.
Other writers have pointed out that the cycle, as usually charted, is not a cycle at all, since it is not circular. Our critique is directed, therefore, at the concept itself, rather than its shape.
