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Comment les managers marketing utilisent la cocréation pour reprendre le pouvoir

(French version only)

By Carole Charbonnel, maître de conférences en sciences de gestion, spécialité marketing, Université Jean Moulin Lyon 3

Les opérations de cocréation associant marques et consommateurs se multiplient. Elles sont paradoxalement l’aveu d’une fragilité de la fonction marketing.

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