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

Type de document :
Communication dans un congrès
36th EMAC Annual Conference, 2007, Reykjavik, Iceland
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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

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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〉

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