國內圖書

兪鵬老,「新廣告論」(서울: 一潮閣). 1983. ,「市場調査論」(서울: 法文社 ). 1982.

李宗夏,「消費者行動과 마케팅管理」(서울: 博英社 ). 1982.

鄭鍾鎭,「轉國文化의 변천」(서울: 연세대학교IC敎科). 1984.

崔炳龍,「新마케팅」(서울: 博英社). 1981.

鄭淳泰,「마케팅 管理論」(서울: 法文社). 1993.

宋瑢燮,「現代消費者 行動論」, (서울: 法文社). 1982.

姜熙一,「마케팅管理論」(서울: 茶山出版社). 1980.

東亞製藥論,「感氣治療의 化學療法劑」(서울: 東亞製藥). 1984.

藥業新聞編,「藥事總鑑 '81」(서울: 藥業新聞). 1981. ,「藥事總鑑 '83」(서울: 藥業新聞). 1983.

第一企劃編,「廣告年鑑 '83」(서울: 第一企劃). 1983.

外國圖書

Chester R. Wasson and David H. McConaughy, "Buying Behavior and Marketing Decisions," (N.Y.: Appleton Century Crafts), 1968.

Edward W. Cundiff, Richard R. Still and Norman A. P. Govoni, "Fundamentals of Modern Marketing," (Chicago: Prentice- Hall, Inc.), 1973.

Philip Kotler, "Marketing Management: Analysis, Planning and Control," 2nd ed., (N. J.: Prentice-Hall, Inc.), 1972.

Martin L. Bell, "Marketing; Concepts and Strategy," (Boston: Houghton Mifflin Co.), 1979.

James F. Engel, Martin R. Warshaw and Thomas C. Kinnear, "Promotional Strategy," 5th ed. (Ill.: Richard D. Irwin, Inc.), 1983.

Robert t. Anderson and Thomas E. Barry, "Adverting Management: Text and Cases," (Ohio: Charles E. Merrill Publishing Co.), 1979.

James F. Engel, David T. Kollat, Roger D. Blackwell, "Consumer Behavior," (N.Y.: Holt, Rinehart and Winston, Inc.), 1968.