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A Critical Review of “Managing Brand Experience: The Market Contact Audit™”

Published online by Cambridge University Press:  12 October 2005

RAYMOND PETTIT
RAYMOND PETTIT
Affiliation:
Longwoods International, [email protected]
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Extract

The article by Amitava Chattopadhyay and Jean-Louis Laborie is terrific. It represents a rethink and an innovative way to improve what we do as professionals. For that it should be commended and introduced to the industry.

Type
Research Article
Information
Journal of Advertising Research , Volume 45 , Issue 1 , March 2005 , pp. 17 - 18
Copyright
© Copyright © 1960-2005, The ARF

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