LA PUBLICITE COMPARATIVE : contribution à une clarification conceptuelle

Abstract : This paper, from a double approach at once semantic and semiotic, try to find what the concept of the comparative advertising is covering in marketing. Around the reference more or less explicit to the competition, the concept defines the field of the comparative rhetoric and covers up news opportunities of research.
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https://hal.univ-lorraine.fr/hal-01987123
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Christian Dianoux. LA PUBLICITE COMPARATIVE : contribution à une clarification conceptuelle. 14ème Congrès International de l’Association Française du Marketing, 1998, Bordeaux, France. ⟨hal-01987123⟩

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