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Genoma de marca by Javier Otaduy

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Notas

Capítulo 1

1 http://genomics.energy.gov U.S. Department of Energy Genome Program’s Biological and Environmental Research Information System (BERIS) www. ornl.gov/hgmis

2 www.millwardbrown.com Millward Brown España. ¿Cómo resisten las crisis las marcas más fuertes? ¿Qué papel tienen las marcas en tiempos de crisis? ¿Cómo puedo conseguir información sobre las marcas más fuertes en España?

3 SIMÓN, MARIO, 2010, Brands: The New Business of Leadership. The successful creation and management of brands will be the hallmark of business leadership in the 21st century. Does that sound bold? EE.UU: Millward Brown: Point of View.

4 www.brandchannel.com Brand Valuation: The financial Value of Brands, 2011, Interbrand.

5 Íbidem.

6 CALKINS, TIM; TYBOUT, ...

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