@book{82725,
	author = {Cravens, David W. and Lamb, Charles W., Jr.},
	title = {Strategic marketing cases and applications},
	publisher = {R.D. Irwin},
	year = {1986.},
	series = {The Irwin series in marketing},
	address = {Homewood, Ill.},
	edition = {2nd ed.}
}