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L'Approche Relationnelle En Marketing : Son Utilisation Par Les Associés Des Cabinets Comptables Avec Leur Clientèle En Audit

Author

Listed:
  • Abdelhaq Elbekkali

    (Faculté d'administration - UdeS - Université de Sherbrooke)

  • Claude Pilote

    (École des sciences de la gestion - UQAM - Université du Québec à Montréal = University of Québec in Montréal)

Abstract

Cette recherche étudie l'impact de facteurs personnels et situationnels sur l'utilisation d'une approche marketing relationnelle par les associés avec leurs clients en vérification. Les résultats démontrent que selon leur âge, leur nombre de clients et principalement leur intérêt pour l'approche, les associés tendent à utiliser cette approche relationnelle.

Suggested Citation

  • Abdelhaq Elbekkali & Claude Pilote, 2003. "L'Approche Relationnelle En Marketing : Son Utilisation Par Les Associés Des Cabinets Comptables Avec Leur Clientèle En Audit," Post-Print halshs-00582771, HAL.
    • Handle: RePEc:hal:journl:halshs-00582771
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00582771
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