Fachada - O verdadeiro cartão de visita de uma loja. Artigo para a Edição 452 da Revista Dirigente Lojista

371 visualizações

Publicada em

Fachada - O verdadeiro cartão de visita de uma loja. Artigo para a Edição 452 da Revista Dirigente Lojista da CNDL - Confederação Nacional dos Dirigentes Lojistas.

0 comentários
1 gostou
Estatísticas
Notas
  • Seja o primeiro a comentar

Sem downloads
Visualizações
Visualizações totais
371
No SlideShare
0
A partir de incorporações
0
Número de incorporações
2
Ações
Compartilhamentos
0
Downloads
5
Comentários
0
Gostaram
1
Incorporações 0
Nenhuma incorporação

Nenhuma nota no slide

Fachada - O verdadeiro cartão de visita de uma loja. Artigo para a Edição 452 da Revista Dirigente Lojista

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

×