A Critical Review of "Managing Brand Experience: The Market Contact Audit™"

This paper is a critique of the article 'Managing Brand Experience: The Marketing Contact Audit' by Amitava Chattopadhyay and Jean- Louis Laborie, which appears in the same issue of JAR (March 2005, Vol.

A Critical Review of “Managing Brand Experience: The Market Contact™”

Raymond PettitLongwoods International

The article by Amitava Chattopadhyay and Jean-Louis Laborie is terrific. It represents a rethink and an innovative way to improve what we do as professionals. For that it should be commended and introduced to the industry.

That said, part of the power and energy that the fournal of Advertising Research can provide is to give us a chance to really go “under the hood” to understand new things that can greatly benefit the industry.

In reading the article, I uncovered some bits and pieces...

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