Watkinson, M., The Ten Principles Behind Great Customer Experiences (Harlow: FT Press, 2013), 45 – 56.
50
51
Riezebos, R., and van der Grinten, J., Positioning the Brand: An Inside-Out Approach (London: Routledge, 2012; Kindle edn), ch. 4, section: ‘Brand-Product Class Connection’.
