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• Une science : des théories, des lois pour anticiper le comportement du conso..• Un art : importance de la dimension esthétique et créative.• Un levier marketing : apporter la preuve des promesses et montrer son positionnement.• Un levier commercial : modifier les comportements d'achat.• Un levier relationnel : connaître, reconnaître et fidéliser son client.• Tactique & stratégique : objectifs CT et LT.

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