Brand Sensitivity: a New concept for Brand management

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

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Keywords: Brand Sensitivity; New concept; Brand management (search for similar items in EconPapers)
Date: 1985
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Published in Annual Conference of the European Marketing Academy, 1985, Germany

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00793998

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