By Bertrand Jouvenot
ISBN-10: 1439239711
ISBN-13: 9781439239711
Comment les rôles du consommateur se sont-ils vus transformés sous l’impulsion d’Internet ? remark d’acheteur (potentiel ou non) est-il devenu relais essential de l. a. marque ou, au contraire, une threat pour elle ? Quelle marge de manœuvre existe-t-il pour celle-ci alors qu’elle ne peut se passer de ce médium qui risque de mettre ses codes à bas ? Des liaisons de proximité et de nécessité, mais aussi dangereuses et incontrôlables, exposées dans un ouvrage précurseur qui confronte un média ambivalent et l’un des secteurs les plus inaccessibles qui soit.
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