Brand Hijack
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Comportement
Branding (Marketing)
Consommateurs
Brand name products
Consumer behavior
Business
Nonfiction
"Mr Wipperfurth makes an intriguing case for abandoning traditional techniques." —Stefan Stern, Financial TimesOut of nowhere, a brand like Red Bull, The Blair Witch Project, or even the Howard Dean campaign takes off with little or no conventional marketing. How do these "accidents" really happen, …
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