BAKER W.E., SINKULA J.M., 1999: The synergistic effect of market orientation and learning orientation on organisational performance. Journal of Academy of Marketing Science, Vol. 27 (4).

COHEN W.A., 2014: Drucker o marketingu, Wydawnictwo Słowa i Myśli, Lublin.

DAY G.S.,1994: The capabilities of market-driven organization. Journal of Marketing, Vol. 58.

DELEERSNYDER B., DEKIMPE M.G., STEENKAMP J.B., KOLL O., 2007: Win-win strategies at discount stores, Journal of Retailing and Consumer Services, Vol. 14.

Grocery Retailers in Poland. Euromonitor International. March 2014 (data dostępu 10.10.2015)

KUCHARSKA B., KUCIA M., MACIEJEWSKI G., MALINOWSKA M., STOLECKA-MAKOWSKA A., 2015: The retail trade in Europe - diagnostic and future perspective. Wydawnictwo Uniwersytetu Ekonomicznego w Katowicach, Katowice.

KUMOR K., 2011: Społeczna recepcja product placement [w:] K. KUBIAK (red.): Społeczna recepcja Public Relations, Wyższa Szkoła Promocji, Warszawa.

MASIELLO B., MARASCO A., IZZO F., 2013: Co-creation in creative service: the role of client in advertising agencies' innovations, Mercati e Competitivita No 2.

MUTUM D., WANG Q., 2011: Consumer Generated Advertising in Blogs [w:] M.S. EASTIN, T. DAUGHERTY and N.M. BURNS (ed.): Handbook of Research on Digital Media and Advertising: User Generated Content Consumption. IGI Global.

PETRESCU M., SOUTHEASTERN N., 2014: Viral Advertising and the Implications of Social Media [in:] I. LEE (ed.): Integrating Social Media into Business Practice, Applications, Management, and Models, Advances in E-Business Research, IGI Global.

PILARCZYK B. 2011: Innowacje w komunikacji marketingowej. Zeszyty Naukowe Polskiego Towarzystwa Ekonomicznego, Nr 9.

PINE B. J., GILMORE J.H., 1999: The experience economy: Work is the theatre and every business is a stage. HBS Press, Boston.

Podręcznik Oslo. Zasady gromadzenia i interpretacji danych dotyczących innowacji, 2008, Wydanie trzecie. Ministerstwo Nauki i Szkolnictwa Wyższego, Warszawa.

POLDER M., LEEUWEN G.V., MOHNEN P., RAYMOND W., 2010: Product, process and organizational innovation: drivers, complementarity and productivity effects: UNUMERIT, Maastricht Economic and Social Research and Training Centre on Innovation and Technology.

PRAHALAD C.K., RAMASWAMY V., 2000: Co-opting customer competence, Harvard Business Review, Vol. 78 (1).

THOMPSON D.V., MALAVIVA P., 2013: Consumer-Generated Ads: Does Awareness of Advertising Co-Creation Help or Hurt Persuasion? Journal of Marketing, Vol. 77.

VARGO S.L., LUSCH R.F., 2004: Evolving to a new dominant logic for marketing, Journal of Marketing, Vol. 68 (1).

WANG Y., RODGERS S., 2011: Electronic Word of Mouth and Consumer and Generated Content: From Concept to Application [w:] M.S. EASTIN, T. DAUGHERTY and N.M. BURNS (ed.): Handbook of Research on Digital Media and Advertising: User Generated Content Consumption. IGI Global.

ZENTES J., MORSCHETT D., SCHRAMM-KLEIN H., 2012: Strategic Retail Management. Gabler Verlg, Springer Fachmedien Wiesbaden GmbH.

ZENTES J., RITTINGER S., 2009: Retailing in Germany: Current Landscape and Future Trends, European Retail Research, Vol. 23, Issue I.