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Decoding competitive propositions 

, In: Qualitative marketing research / ed. by David F. Birks and Tim Macer
a semiotic alternative to traditional advertising research 
Harvey, Michael G. ; Evans, Malcolm. (2009)  - p. 327-341
Exemplar:  Zentrale:E02 a bwl 402.2/014-2; BB WiWi: 11a bwl 402.2/014a-2