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1.Wer das "Wie" in der Marken-Werbung höher gewichtet als das "Was" verschwendet die Marken-Identität.

SIMON, H.J. Wer das "Wie" in der Marken-Werbung höher gewichtet als das "Was" verschwendet die Marken-Identität. In Marketing Journal, 1991, roč. 24, č. 5, s. 450-452.
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