Ries, A. and Trout, J., Positioning: The Battle for Your Mind, McGraw-Hill, New York,
1981.
Shell Chemical Company, The Directional Policy Matrix: A New Aid to Corporate
Planning, Shell, UK, 1975.■ Further reading
Davidson, H., Even More Offensive Marketing, Chapters 9, 10, Penguin, London, 1997.
Doyle, P., Marketing Management and Strategy, Chapter 6, Prentice Hall, Hemel
Hempstead, 1994.
Kapferer, J., Strategic Brand Management, 2nd edn, Chapters 6, 7 and 11, Kogan
Page, London, 1997.210 Strategic Marketing: Planning and Control