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

Frédéric Dalsace

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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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Frédéric Dalsace

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Groupement de Recherche et d'Etudes en Gestion à HEC

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Consumers Brands Potterian Marketing Alternative Traditional Marketing Model Consumer Goods

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https://hal-hec.archives-ouvertes.fr/hal-00686957

Submitted on : Wednesday, April 11, 2012-5:21:11 PM

Last modification on : Friday, March 24, 2023-2:52:55 PM

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hal-00686957 , version 1 (11-04-2012)

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HAL Id : hal-00686957 , version 1

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Frédéric Dalsace. Consumers, not Brands: "Potterian" Marketing as a Potential Alternative to the Traditional Marketing Model in Fast Moving Consumer Goods. 36th EMAC Annual Conference, 2007, Reykjavik, Iceland. ⟨hal-00686957⟩

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

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