Moacyr Cortelette Junior, João Paulo A. Almeida. Toward an Ontological Analysis of Archetypal Entities in the Marketing Domain: Personas and Related Concepts. In Joel Luis Carbonera, Giancarlo Guizzardi, editors, Proceedings of the XI Seminar on Ontology Research in Brazil and II Doctoral and Masters Consortium on Ontologies, São Paulo, Brazil, October 1st-3rd, 2018. Volume 2228 of CEUR Workshop Proceedings, pages 173-184, CEUR-WS.org, 2018. [doi]
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