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Le!marketing!est!poussé!à!mesurer!la!performance!de!ses!actions!par!l’importance!
des!actifs!qu’il!contribue!à!créer!:!valeur!client!et!capital!marque!dans!le!cadre!d’un!
management!de!la!valeur!qui!s’impose!au!sein!des!organisations.!
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