How to create an influential anthropomorphic mascot: Literary musings on marketing, make-believe, and meerkats

Author： Patterson Anthony   Khogeer Yusra   Hodgson Julia  

Publisher： Routledge Ltd

ISSN： 0267-257X

Source： Journal of Marketing Management, Vol.29, Iss.1-2, 2013-01, pp. : 69-85

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