TY - JOUR T1 - A Critical Review of “Managing Brand Experience: The Market Contact”™ JF - Journal of Advertising Research JO - J Advert Res SP - 17 LP - 18 DO - 10.1017/S0021849905050130 VL - 45 IS - 1 AU - Raymond Pettit Y1 - 2005/03/01 UR - http://www.journalofadvertisingresearch.com/content/45/1/17.abstract N2 - This paper is a critique of the article ‘Managing Brand Experience: The Marketing Contact Audit’ by Amitava Chattopadhyay and Jean-Louis Laborie, which appears in the same issue of JAR (March 2005, Vol. 45,1). Overall, Petitt praises the article, but poses 11 comments and questions that he believes would shed further light on the efficacy and usefulness of the Market Contact Audit research tool it describes. ER -