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Marketing relationnel: la carte d'anniversaire revisitée

Author

Listed:
  • Christèle Boulaire

    (ULaval - Université Laval [Québec])

Abstract

Une compagnie peut-elle/doit-elle initier un marketing relationnel en entrant dans l'intimité de ses consommateurs? L'analyse du discours de 22 clients sur leur expérience de réception d'une carte envoyée par une compagnie lors de leur anniversaire montre que cette approche comporte des risques, si elle n'est pas soutenue par une connaissance des attitudes du client vis-à-vis de la relation business-to-customers et vis-à-vis de la stratégie retenue par la compagnie. Les résultats obtenus soulignent également l'importance des études s'intéressant au point de vue du consommateur avant d'opter pour un mode spécifique de communication avec lui.

Suggested Citation

  • Christèle Boulaire, 2003. "Marketing relationnel: la carte d'anniversaire revisitée," Post-Print hal-02020694, HAL.
    • Handle: RePEc:hal:journl:hal-02020694
    DOI: 10.1177/076737010301800103
    as

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