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

Frédéric Dalsace

Conference papers

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

Document type :

Conference papers

Domain :

Humanities and Social Sciences / Business administration

Complete list of metadatas

https://hal-hec.archives-ouvertes.fr/hal-00686957
Contributor : Antoine Haldemann <>
Submitted on : Wednesday, April 11, 2012 - 5:21:11 PM
Last modification on : Thursday, January 11, 2018 - 6:19:32 AM

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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215