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La performance des opérations de marketing direct perçue par les forces de vente : Application aux secteurs bancaire et automobile

Author

Listed:
  • Christophe Fournier

    (CREGOR - Centre de Recherche sur la Gestion des Organisations - UM2 - Université Montpellier 2 - Sciences et Techniques)

Abstract

Cet article a pour objet d'étudier la performance des opérations de marketing direct perçue par les commerciaux. Après avoir situé l'importance de ce problème, une échelle de mesure de la performance est proposée et analysée. Les liaisons entre les différences de perception de la performance et les caractéristiques individuelles des commerciaux sont ensuite étudiées. Les deux enquêtes, menées dans les secteurs bancaire et automobile, débouchent sur des implications managériales.

Suggested Citation

  • Christophe Fournier, 1994. "La performance des opérations de marketing direct perçue par les forces de vente : Application aux secteurs bancaire et automobile," Post-Print hal-02016368, HAL.
    • Handle: RePEc:hal:journl:hal-02016368
    DOI: 10.1177/076737019400900301
    as

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