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Eure

Revista Latinoamericana de Estudios Urbano Regionales


Pontificia Universidad Católica de Chile, Santiago
eure@puc.cl
ISSN: 0251-7161
CHILE

2000
Georges Benko
ESTRATEGIAS DE COMUNICACIÓN Y MARKETING URBANO
Eure, diciembre, año/vol. XXVI, número 079
Pontífica Universidad Católica de Chile
Santiago, Chile
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Georges Benko*
Abstract
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