Jean-No�l Kapferer (www.kapferercom) est auteur de plusieurs livres sur les marques, tous traduits dans de nombreux pays. Son dernier livre international "The New Strat�gie Brand Management" est devenu une r�f�rence. Professeur � HEC, consultant international, docteur de Northwestern University (USA), il publie r�guli�rement dans les grandes revues professionnelles am�ricaines et anglaises, et aussi dans le Financial Times, les Echos...

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