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Comportements du consommateur et décisions marketing

Author

Listed:
  • Pierre Volle

    (CLAREE - Centre lillois d'analyse et de recherche sur l'évolution des entreprises - Université de Lille, Sciences et Technologies - CNRS - Centre National de la Recherche Scientifique)

  • Denis Darpy

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

Abstract

Pour optimiser les prises de décision marketing, comprendre les comportements de consommation est un préalable essentiel. L'étude du consommateur met à contribution de nombreuses disciplines (économie, psychologie, anthropologie...) pour en extraire des méthodes d'analyse, des théories et des concepts riches de sens.

Suggested Citation

  • Pierre Volle & Denis Darpy, 2003. "Comportements du consommateur et décisions marketing," Post-Print halshs-00164829, HAL.
    • Handle: RePEc:hal:journl:halshs-00164829
    as

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    Cited by:

    1. Olivier Rampnoux, 2005. "Produits ludo-éducatifs multimédia pour les enfants : construction d'un nouveau segment marketing," Post-Print hal-03653521, HAL.
    2. Olivier Rampnoux, 2005. "Le personnage de marque : catalyseur de la stratégie marketing dans les univers de consommation enfantine," Post-Print hal-03578759, HAL.

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