Marketing beyond the monkey

Christophe Fauconnier and Charles Skinner

This paper attempts to broaden the scope of how we look at consumption and consumers, unlock markets beyond the boundaries of tangibility and expand the utility value of brands.

Marketing beyond the monkey

Christophe Fauconnier and Charles SkinnerSynovate Censydiam

INTRODUCTION

Brands have become big business and are invited deeper and deeper into our lives. They have moved beyond the public sphere and are becoming more intimate with...

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