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IHgIIOJOHIj - World Health Organization Regional Office for Europe

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MaTepHana (HanpHMep, Brown, 1978; McCarty and Ewing, 1983;<br />

Kohn et al, 1984; Kohn and Smart, 1984; Sobell, et a1,1986; Kohn<br />

and Smart, 1987; Wilks et al, 1992). BTOT noAxoA noJiBeprancA<br />

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(Brown, 1978; Sobell et al, 1986), 51B51511OTCA JkaJIëKHMH OT peâJlbHbIX<br />

CHTyamtÎ4 BbInHBKH B )KH3HH.<br />

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