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La fórmula secreta de la Coca-Cola es que constantemente se reinventa para adaptarse al mercado, para lo cual no deja de investigar. Para abordar la estrategia en redes sociales parte de un cambio de concepto: Con la publicidad tradicional cada campaña parte de cero. Con las redes sociales va construyendo una relación y una fidelidad que se incrementa con la propia relación que el consumidor decide tener con la marca.

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