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Research papers

The participant observation as an adequate technique to built a brand diversification strategy

Brand can be used as a lever in a brand diversification strategy. But this requires a specific data collection, which is presented in this paper. This data collection has been conceived in intimate relationship with the nature of the brand, which is...

Catalogue: Seminar 1977: Ways And New Ways Of Data Collection
Authors: Charles Krejtman, Charles S. Tchertoff
November 1, 1977