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KRIEF, Yves. Author
Published by Kawa - 2014
Library: Paris Montparnasse
Selon Y. Krief, les marques ne sont plus seulement des entités marchandes mais sont capables de prescrire des comportements. Au-delà de l'injonction à acheter, la marque, définie comme une croyance, envahit les imaginaires. Une nouvelle façon de gérer les marques s'impose, qui prenne en compte l'imprévisibilité, accentuée par Internet et les réseaux sociaux. ©Electre 2014
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