1. E. J. McCarthy, Basic Marketing, Richard D. Irwin, Inc., Homewood, 111., 1990, p. 8.

2. R Kotler, Principles of Marketing, Prentice Hall, Inc., Engle-wood, N.J., 1989, p. 5.

4. A. Ries and J. Trout, Marketing Warfare, McGraw-Hill Inc., New York, 1983.

5. M. Porter, Competition in Global Industries, Harvard Business School Press, Boston, 1986.

6. J. Stanton, "2001: A Food Odyssey," HEIB, 1990

8. H. Boyd, Marketing Management, Richard D. Irwin, Inc., Homewood, 111., 1990, p. 22.

10. L. Haugh, "Defining and Redefining," Advertising Age, M-44 (Feb. 14, 1983).

11. J. Dagnoli and L. Freeman, "Marketers Seek Slotting-Fee Truce," Advertising Age, 12 (Feb. 22, 1988).

12. Donnelly Marketing, 12th Annual Survey of Promotional Practices, Stamford, Conn., 1990, p. 3.

13. R. Gibson, "Kellogg Shifts Strategy to Pull Consumers In," The Wall Street Journal, Jan. 22, 1990, p. 131.

16. B. Bagot, "1990 Industry Outlooks," Marketing and Media Decisions, 33 (Jan. 1990).

17. W. Wilkie, Consumer Behavior, John Wiley & Sons, Inc., New York, 1990, p. 492.

18. D. Lehmann, Market Research and Analysis, Richard D. Irwin, Inc., Homewood, 111., 1989, p. 3.

John L. Stanton Richard J. George Carol A. Gallagher Saint Joseph's University Philadelphia, Pennsylvania

See also United States food marketing system in the Supplement section.

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