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...