Consumers, not Brands: "Potterian" Marketing as a Potential Alternative to the Traditional Marketing Model in Fast Moving Consumer Goods

• Main Author: Dalsace, Frédéric
• Other Authors: Groupement de Recherche et d'Etudes en Gestion à HEC (GREGH), Ecole des Hautes Etudes Commerciales (HEC Paris)-Centre National de la Recherche Scientifique (CNRS)
• Format: Other/Unknown Material
• Language: English
• Published: HAL CCSD 2007
• Subjects: Consumers; Brands; Potterian Marketing; Alternative; Traditional; Marketing Model; Consumer Goods; manag; eco; Iceland
• Online Access: https://hal-hec.archives-ouvertes.fr/hal-00686957