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Marketing stratégique et opérationnel des enseignes en relation avec leurs stratégies d'approvisionnement: Le cas des produits de la mer

Author

Listed:
  • Stéphane Gouin

    (Économie et Sociologie Rurales - INRA - Institut National de la Recherche Agronomique, AGROCAMPUS OUEST)

  • Erwan Charles

    (UBO - Université de Brest)

  • Jean-Pierre Boude

    (Économie et Sociologie Rurales - INRA - Institut National de la Recherche Agronomique, AGROCAMPUS OUEST)

Abstract

Le marketing stratégique et opérationnel des enseignes de la grande distribution en matière de produits de la mer est analysé en relation avec leurs stratégies d'approvisionnement. Les évolutions structurelles et stratégiques des enseignes sont présentées en faisant apparaître les spécificités concernant les produits de la mer. Les incidences marketing et commerciales sont présentées en distinguant les composantes types d'approvisionnement, prix et marges et qualité. Les résultats obtenus orientent vers une redéfinition des relations contractuelles entre la grande distribution et les pêcheurs.

Suggested Citation

  • Stéphane Gouin & Erwan Charles & Jean-Pierre Boude, 2006. "Marketing stratégique et opérationnel des enseignes en relation avec leurs stratégies d'approvisionnement: Le cas des produits de la mer," Post-Print hal-02354669, HAL.
    • Handle: RePEc:hal:journl:hal-02354669
    as

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    Cited by:

    1. Gouin, Stephane & Charles, Erwan & Boude, J.P., 2006. "Market trends of seafood products under international constraints: contractualisation, marketing strategies and new behaviours," 98th Seminar, June 29-July 2, 2006, Chania, Crete, Greece 10051, European Association of Agricultural Economists.

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