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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Frédéric Dalsace: GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique

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Keywords: Consumers; Brands; Potterian Marketing; Alternative; Traditional; Marketing Model; Consumer Goods (search for similar items in EconPapers)
Date: 2007
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Published in 36th EMAC Annual Conference, 2007, Reykjavik, Iceland

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00686957

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