La marque à la recherche d'un public international

Abstract : This article particularly proposes an approach of the communication of the total marks while being interested in those exploiting their strong capacity symbolic system. It tries to explain their success while reconsidering the history of the concept of advertising brand and their strategies to conclude on their current step. It proposes finally a certain number of research orientations opened by this object.
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Conference papers
Dispositifs médiatiques, sémiotiques et de médiations de l'organisation, Nov 2004, Lyon, http://membres.lycos.fr/orgco/publications/travaux_r/2004/Colloque_Lyon.pdf


http://archivesic.ccsd.cnrs.fr/sic_00001272
Contributor : Alexandre Coutant <>
Submitted on : Wednesday, January 5, 2005 - 3:00:18 PM
Last modification on : Thursday, March 30, 2006 - 7:00:29 PM

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Alexandre Coutant. La marque à la recherche d'un public international. Dispositifs médiatiques, sémiotiques et de médiations de l'organisation, Nov 2004, Lyon, http://membres.lycos.fr/orgco/publications/travaux_r/2004/Colloque_Lyon.pdf. <sic_00001272v2>

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