@book{kapferer:hal-00786820, TITLE = {{Le dirigeant et la plan{\`e}te consommateurs - les r{\'e}alit{\'e}s du marketing mondial}}, AUTHOR = {Kapferer, Jean-No{\"e}l and Boutineau, Claude}, URL = {https://hec.hal.science/hal-00786820}, PUBLISHER = {{Village Mondial}}, PAGES = {256}, YEAR = {2005}, KEYWORDS = {dirigeant ; plan{\`e}te consommateurs ; r{\'e}alit{\'e}s ; marketing mondial}, HAL_ID = {hal-00786820}, HAL_VERSION = {v1}, }