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FAQ : La marque

Author

Listed:
  • Jean-Noël Kapferer

    (HEC Paris - Recherche - Hors Laboratoire - HEC Paris - Ecole des Hautes Etudes Commerciales)

Abstract

Qui mieux que Jean-Noël Kapférer pouvait répondre aux questions de fond les plus posées sur les marques aujourd'hui dans le monde entier par tous les dirigeants d'entreprises, les responsables marketing et les étudiants ? Il synthétise dans ce livre les questions majeures les plus fréquentes (FAQ) pour leur apporter une réponse forte et sans ambiguïté.

Suggested Citation

  • Jean-Noël Kapferer, 2006. "FAQ : La marque," Post-Print hal-00786818, HAL.
    • Handle: RePEc:hal:journl:hal-00786818
    as

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    Cited by:

    1. Dieter Hillairet & Guillaume Richard & Patrick Bouchet, 2009. "The dual management of innovation by the Decathlon group. A distinctive strategic system on the sport goods market," Journal of Innovation Economics, De Boeck Université, vol. 0(1), pages 189-210.

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    Keywords

    marque;

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