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Research papers

Marketing beyond the monkey

This paper attempts to broaden the scope of how we look at consumption and consumers, unlock markets beyond the boundaries of tangibility and expand the utility value of brands.In today's world of over-abundance of stuff, media and messages, brands...

Catalogue: Brandmatters 2006
Authors: Charles Skinner, Christophe Fauconnier
Company: Ipsos MRBI
February 8, 2006
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Citation

Skinner and Fauconnier (2006a, February 08). Marketing beyond the monkey. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/marketing-beyond-the-monkey