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Genoma de marca by Javier Otaduy

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Bibliografía

AAKER, DAVID A., 2010, Brand Relevance: Making Competitors Irrelevant, EE.UU: Jossey­Bass.

AAKER, JENNIFER L., 1997, Dimensions of Brand Personality, EE.UU: Journal of Marketing Research.

BEDBURY, SCOTT, 2002, A new Brand World: 8 Principles for achieving Brand leadership in the 21st Century, EE.UU: VIKING, Penguin Group.

BIANCO, ANTHONY; LOWRY, TOM; BERNER, ROBERT; ARNDT, MICHAEL; GROVER, RONALD, 2004, The Vanishing Mass Market. New technology. Product proliferation. Fragmented media. Get ready: It’s a whole new world, EE.UU: Bloomberg Businessweek.

CALQUINS, TIM, 2005, Kellogg on Branding: The Marketing Faculty of The Kellogg School of Management, EE.UU: [Kindle Edition], John Wiley & Sons

JUNG, CARL GUSTAV, 2005, Psicología y ...

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