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Distribution multicanal : pourquoi les clients mixtes doivent faire l’objet d’une attention particulière ?

Author

Listed:
  • Régine Vanheems

    (PRISM Sorbonne - Pôle de recherche interdisciplinaire en sciences du management - UP1 - Université Paris 1 Panthéon-Sorbonne)

Abstract

Les stratégies de distribution multicanal s'imposent désormais comme modèle de gestion. Ces stratégies font naître de nouveaux profils de clientèle. Certains clients effectuent des transactions auprès des différents canaux mis à leur disposition par l'entreprise et deviennent mixtes. Cet article montre pourquoi les clients mixtes ont plus de valeur que les autres clients de l'entreprise et doivent, à ce titre, faire l'objet d'une attention particulière.

Suggested Citation

  • Régine Vanheems, 2009. "Distribution multicanal : pourquoi les clients mixtes doivent faire l’objet d’une attention particulière ?," Post-Print halshs-02913334, HAL.
    • Handle: RePEc:hal:journl:halshs-02913334
    DOI: 10.7193/DM.055.41.52
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    Cited by:

    1. Madeleine Besson & Bernard Bourdon, 2015. "Can Multimarket Competition Theory explain why manufacturers are reluctant to adopt e-commerce ? The case of the French manufacturers of household appliances," Grenoble Ecole de Management (Post-Print) hal-01263954, HAL.
    2. Dany Vyt & Magali Jara & Olivier Mevel & Thierry Morvan & Nélida Morvan, 2017. "Des distributeurs toujours plus proches du consommateur ? Le cas du drive alimentaire," Post-Print halshs-01806406, HAL.
    3. Madeleine Besson & Bernard Bourdon, 2015. "Can multimarket competition theory explain why manufacturers are reluctant to adopt e-commerce ? The case of the French household appliances’ manufacturers," Post-Print hal-02387337, HAL.
    4. Madeleine Besson & Bernard Bourdon, 2015. "Can multimarket competition theory explain why manufacturers are reluctant to adopt e-commerce ? The case of the French household appliances’ manufacturers," Grenoble Ecole de Management (Post-Print) hal-02387337, HAL.
    5. Margot Racat & Sonia Capelli, 2014. "Le test de produits en ligne: substitut ou complément à la présence du vendeur en magasin ?," Post-Print hal-00974143, HAL.
    6. Madeleine Besson & Bernard Bourdon, 2015. "Can Multimarket Competition Theory explain why manufacturers are reluctant to adopt e-commerce ? The case of the French household appliances' manufacturers," Grenoble Ecole de Management (Post-Print) hal-01263956, HAL.
    7. Madeleine Besson & Bernard Bourdon, 2015. "Can Multimarket Competition Theory explain why manufacturers are reluctant to adopt e-commerce ? The case of the French manufacturers of household appliances," Post-Print hal-01263954, HAL.
    8. Magali Jara & Dany Vyt & Olivier Mevel & Thierry Morvan & Nélida Morvan, 2018. "Measuring customers benefits of click and collect," Post-Print halshs-01806403, HAL.
    9. repec:hal:journl:hal-01263956 is not listed on IDEAS

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