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Unmasking the ambushers: conceptual framework and empirical evidence

Marc Mazodier Pascale Quester Jean-Louis Chandon 1
1 CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille
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https://hal-amu.archives-ouvertes.fr/hal-01795737
Contributor : Romain Farellacci <>
Submitted on : Friday, May 18, 2018 - 4:44:28 PM
Last modification on : Tuesday, April 23, 2019 - 2:40:03 PM

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Marc Mazodier, Pascale Quester, Jean-Louis Chandon. Unmasking the ambushers: conceptual framework and empirical evidence. European Journal of Marketing, Emerald, 2012, 46 (1/2), pp.192 - 214. ⟨10.1108/03090561211189284⟩. ⟨hal-01795737⟩

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