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1Ries . & Trout J. (1972 a). "The Positioning Era Commeth", Advertising Age, (April) Vol. 24, P. 35-38.

2Kotler P. (1997). Marketing Management: Analisis, Planning, Implementation and Control, (9th edition), Prentice Hall, Englewood Cliff, N.J.

3Aaker D. (1993), Building Strong Brands. Free Press; December, 1995.

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