@book{38566,
	author = {Cravens, David W. and Piercy, Nigel F.},
	title = {Strategic marketing},
	publisher = {McGraw-Hill},
	year = {2009},
	series = {McGraw-Hill/Irwin Series in Marketing},
	address = {Boston (Massachusetts, Estados Unidos)},
	edition = {9th. ed.}
}