Du risque au plaisir: quelles fonctions pour les marques ?

Jean-Noël Kapferer
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Jean-Noël Kapferer: HEC Paris - Recherche - Hors Laboratoire - HEC Paris - Ecole des Hautes Etudes Commerciales

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Keywords: risque; plaisir; fonctions; marques (search for similar items in EconPapers)
Date: 2001
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Published in L'art de la gestion des risques, Village Mondial, pp.NC, 2001

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00789273

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