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