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Etudes et recherches sur la distribution

Author

Listed:
  • Pierre Volle

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

Abstract

Cet ouvrage propose des axes de réflexion autour de quelques grandes questions posées par la gestion d'une enseigne de distribution : les stratégies de couverture géographique et la mesure de la performance, la définition de l'assortiment et l'étendue du choix offert, la construction d'une marque-enseigne à travers la communication et les marques de distributeur, les stratégies multi-canaux, l'analyse du portefeuille de clientèle, la fidélisation, le design d'environnement et la gestion de l'ambiance au point de vente (foule, musique), la coopération avec les industriels, la communication promotionnelle, le management des catégories de produits... Il suggère également des pistes intéressantes pour analyser les comportements des clients, donnant aux variables psychologiques une place importante et colmplémentaire aux variables socio-démographiques et géographiques (recherche de variété, réactions face à la foule, besoin de stimulation...).

Suggested Citation

  • Pierre Volle, 2000. "Etudes et recherches sur la distribution," Post-Print halshs-00151275, HAL.
    • Handle: RePEc:hal:journl:halshs-00151275
    as

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    Citations

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    Cited by:

    1. Pierre Volle & Aïda Mimouni, 2003. "Bénéfices perçus de la fidélisation et qualité relationnelle : une application exploratoire au secteur du transport aérien," Post-Print halshs-00164836, HAL.
    2. Rola Hussant-Zébian & Shérazade Gatfaoui, 2015. "Expériences voulues et expériences vécues dans les centres commerciaux : le cas du Val d'Europe," Post-Print hal-01133663, HAL.
    3. Valérie-Inès de La Ville, 2009. "The child in the High Street store: elements to put things into perspective… [L’enfant dans l’espace commercial : éléments pour une mise en perspective]," Post-Print hal-01844025, HAL.
    4. Aurélia Michaud-Trévinal, 2011. "What Is The Shoppers' Perception Of Multilocation? A First Measurement," Post-Print hal-01743618, HAL.
    5. Aurélia Michaud-Trévinal, 2011. "Expérience de magasinage et appropriation des espaces commerciaux," Post-Print hal-01740991, HAL.
    6. Emilie Hoëllard, 2018. "Lights… Camera… Action! Staging of actors in store," Post-Print hal-01710887, HAL.
    7. repec:dau:papers:123456789/3604 is not listed on IDEAS
    8. Christophe Bezes, 2013. "L'image du magasin : définition, effets, mesure et perspectives de recherche," Post-Print hal-02086704, HAL.
    9. Bruno Durand, 2004. "L’épicerie en ligne : l’atout logistique de la distribution intégrée française," Post-Print hal-01792037, HAL.
    10. Bruno Durand, 2008. "Convenience stores: a logistic asset for e-grocery [Les magasins de proximité : un atout logistique pour l’épicerie en ligne]," Post-Print hal-01787981, HAL.

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