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Dowling, G. (2004-06-17). Positioning and Branding. In The Art and Science of Marketing: Marketing for Marketing Managers. : Oxford University Press,. Retrieved 21 Jul. 2019, from https://www.oxfordscholarship.com/view/10.1093/acprof:oso/9780199269617.001.0001/acprof-9780199269617-chapter-7.