Consumers, not Brands: "Potterian" Marketing as a Potential Alternative to the Traditional Marketing Model in Fast Moving Consumer Goods

Frédéric Dalsace

Consumers, not Brands: "Potterian" Marketing as a Potential Alternative to the Traditional Marketing Model in Fast Moving Consumer Goods

Frédéric Dalsace ¹

1 GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC

Keywords : Consumers Brands Potterian Marketing Alternative Traditional Marketing Model Consumer Goods

Type de document :

Communication dans un congrès

36th EMAC Annual Conference, 2007, Reykjavik, Iceland

Domaine :

Sciences de l'Homme et Société / Gestion et management

Liste complète des métadonnées

https://hal-hec.archives-ouvertes.fr/hal-00686957
Contributeur : Amaury Bouvet <>
Soumis le : mercredi 11 avril 2012 - 17:21:11
Dernière modification le : jeudi 11 janvier 2018 - 06:19:32

Consumers, not Brands: "Potterian" Marketing as a Potential Alternative to the Traditional Marketing Model in Fast Moving Consumer Goods

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Consumers, not Brands: "Potterian" Marketing as a Potential Alternative to the Traditional Marketing Model in Fast Moving Consumer Goods

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