1.
Philip Kotler, Kevin Lane Keller: Marketing management. Pearson Education, Harlow, Essex (2016).
2.
Jobber, D., Ellis-Chadwick, F.: Principles and practice of marketing. McGraw-Hill Higher Education, Maidenhead, Berkshire (2013).
3.
Cavusgil, S. Tamer, Ghauri, Pervez N., Akcal, Ayse A.: Doing business in emerging markets. SAGE, London (2013).
4.
Cateora, Philip R., Gilly, Mary C., Graham, John L.: International marketing. McGraw-Hill/Irwin, New York (2013).
5.
Alon, Ilan, Jaffe, Eugene D., Vianelli, Donata: Global marketing: contemporary theory, practice, and cases. McGraw-Hill/Irwin, New York (2013).
6.
Keegan, Warren J., Green, Mark C.: Global marketing. Pearson Education, Harlow, Essex (2013).
7.
Hollensen, S.: Essentials of global marketing. Pearson Education, Harlow, Essex (2012).
8.
Levitt, Theodore: Marketing myopia. Harvard business review. 38, 45–56 (7)AD.
9.
Comstock, B., Gulati, R., Liguori, S.A.: Unleashing the Power of Marketing. Harvard Business Review. 88, 90–98 (2010).
10.
Douglas, S.P., Wind, Y.: The Myth of Globalization. Columbia Journal of World Business. 22, (1987).
11.
Vargo, S.L., Lusch, R.F.: Evolving to a New Dominant Logic for Marketing. Journal of Marketing. 68, 1–17 (2004).
12.
Brown, S.: Torment Your Customers (They’ll Love It). Harvard Business Review. 79, 82–88 (2001).
13.
Bi, X., Gunessee, S., Hoffmann, R., Hui, W., Larner, J., Ma, Q.-P., Thompson, F.M.: Chinese consumer ethnocentrism: A field experiment. Journal of Consumer Behaviour. 11, 252–263 (2012). https://doi.org/10.1002/cb.1374.
14.
Russell, C.A., Russell, D.W.: Guilty by stereotypic association: Country animosity and brand prejudice and discrimination. Marketing Letters. 21, 413–425 (2010). https://doi.org/10.1007/s11002-009-9097-y.
15.
Lehmann, D.R., Keller, K.L., Farley, J.U.: The Structure of Survey-Based Brand Metrics. Journal of International Marketing. 16, 29–56 (2008). https://doi.org/10.1509/jimk.16.4.29.
16.
Khanna, T., Palepu, K.G., Sinha, J.: Strategies That Fit Emerging Markets. Harvard Business Review. 83, 63–76.
17.
Hunt, S.D., Vitell, S.J.: The General Theory of Marketing Ethics: A Revision and Three Questions. Journal of Macromarketing. 26, 143–153 (2006). https://doi.org/10.1177/0276146706290923.