PT  - JOURNAL ARTICLE
AU  - Raymond Pettit
TI  - A Critical Review of “Managing Brand Experience: The Market Contact”™
AID  - 10.1017/S0021849905050130
DP  - 2005 Mar 01
TA  - Journal of Advertising Research
PG  - 17--18
VI  - 45
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/45/1/17.short
4100  - http://www.journalofadvertisingresearch.com/content/45/1/17.full
SO  - J Advert Res2005 Mar 01; 45
AB  - 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.