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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
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Conference papers
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https://hal-hec.archives-ouvertes.fr/hal-00686957
Contributor : Antoine Haldemann Connect in order to contact the contributor
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 Id : hal-00686957, version 1

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HEC | CNRS

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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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