Benoît, Heilbrunn - In: Micro & Macro Marketing (2007) 2, pp. 189-200
The objective of this article is to question the implicit grounding principles of the marketing thought as regards the … overemphasis on strategy, a tactical approach derived from the Chinese though is proposed here that attempts to free us from this … to be milked and stretched. Brand strategy refers here more to transformation than to action, to manipulation than to …