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La stratégie de contacts multicanal : opportunités, risques et facteurs clés de succès

Author

Listed:
  • Jean-Pierre Helfer

    (École de Management. AUDENCIA Nantes)

  • Géraldine Michel

    (IAE Paris - Sorbonne Business School)

Abstract

Un certain nombre d'entreprises utilise aujourd'hui plusieurs canaux pour prendre contact avec leur clientèle ou pour recruter de nouveaux clients. Face au développement de la stratégie de contacts multicanal, l'article cherche, dans un premier temps, à identifier les opportunités et les difficultés rencontrées dans la mise en œuvre d'une telle stratégie. Dans un second temps, sur la base d'une meilleure compréhension du consommateur, l'article montre l'importance de l'intégration des différents canaux de communication, la nécessité de développer des messages personnalisés et la nécessaire modification de la fonction commerciale dans la réussite d'une stratégie de contacts multicanal.

Suggested Citation

  • Jean-Pierre Helfer & Géraldine Michel, 2006. "La stratégie de contacts multicanal : opportunités, risques et facteurs clés de succès," Post-Print halshs-02915174, HAL.
    • Handle: RePEc:hal:journl:halshs-02915174
    DOI: 10.7193/DM.041.33.41
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