Comment (inter)définir les concepts de produits, marques, gammes et lignes ? Exploration sémiotique des stratégies de marque de Aaker et Kapferer

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Authors: Alain Perusset

Journal title: Actes Sémiotiques

Journal publisher: PULIM

Published year: 2024

DOI identifier: 10.25965/as.8739

ISSN: 2270-4957