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Journal Articles Recherche et Applications en Marketing (English Edition) Year : 2017

Brand heritage: The past in the service of brand management

Fabien Pecot
Virginie de Barnier

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hal-01794256 , version 1 (17-05-2018)

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Fabien Pecot, Virginie de Barnier. Brand heritage: The past in the service of brand management. Recherche et Applications en Marketing (English Edition), 2017, 32 (4), pp.72 - 90. ⟨10.1177/2051570717699376⟩. ⟨hal-01794256⟩
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