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Philippe Baumard () and Bernard Forgues ()
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Philippe Baumard: AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université
Bernard Forgues: DMSP - Dauphine marketing, stratégie, prospective - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres

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Date: 1995
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Published in Décisions Marketing, 1995, 5, pp. 21-32

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