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2) Ralph S. Alexander and The Committe on Definitions, Marketing Definitions(Chicago:American Marketing Association, 1963), p. 9.

3) 임종원, 현대 마아케팅 관리론 (서울:무역경영사, 1987), p. 492.

4) J. C. Scherter, The Economics of Industrial Organization, (New Jersey:Englewood, prentice Hall, 1981), p. 172.

5) Kenneth A. Longman, Advertising, (New York:Harcourt Brace Janovich, 1971), p. 232.

6) R. Dorfman and P. O. Steiner, "Optimal Advertising and Optimal Quality", The American Economic Review, Vol. 44, 1954, pp. 826-836.

7) Gary L. Lilien and Philip Kotler, Marketing Decision Making:A Model-Building Approach, (New York:Harper & Row, 1983), p. 477.

8) E. Jerome McCarthy, Basic Marketing:A managerial Approach (Homewood, Ill:Richard D. Irwin, 1981), pp. 287-289.

9) Gary L. Lilien and Philip Kotler, Marketing Decision Making:A Model-Building Approach, (New York:Harper & Row, 1983), p. 658.

10) Chow, G, Econometrics, (New York:McGraw Hill, 1984) p. 102.