An example of operational use of brand equity: The launch of the M3Power by Gillette

Philippe Jourdan ()
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Philippe Jourdan: IRG - Institut de Recherche en Gestion - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12 - Université Gustave Eiffel

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Date: 2009-01-02
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Published in Advances in Consumer Research: Asia Pacific Conference, Jan 2009, Hyderabad, India

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