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

(1)

1

Frédéric Dalsace

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PersonId : 837179

Groupement de Recherche et d'Etudes en Gestion à HEC

Keywords

Consumers Brands Potterian Marketing Alternative Traditional Marketing Model Consumer Goods

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Humanities and Social Sciences Business administration

Antoine Haldemann : Connect in order to contact the contributor

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

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

Last modification on : Saturday, June 25, 2022-10:53:29 AM

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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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