Professor Gustavo Rubinsztejn, Academic Coordinator of Marketing at the School of Business and Social Sciences, contributed the case study “Atípica” to the second edition of the book *Marketing Management: Strategic and Operational Market Management* by Jean-Jacques Lambin, Carlo Gallucci, and Carlos Sicurello, published in Mexico by McGraw-Hill.
The case study was based on the “Atípica Peluquería” marketing plan developed by students Alejandra Alaniz, Clara Michelini, and Martín Larre, who are pursuing a degree in Marketing Analysis.