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Le lot virtuel : Une application d'un marketing interactif de masse

Author

Listed:
  • Pierre Desmet

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

Abstract

Le lot virtuel permet aux producteurs et aux distributeurs de réaliser des économies sur les coûts promotionnels. Il offre de plus de nouvelles opportunités pour un marketing interactif ciblé. Son succès dépend cependant d'abord de l'équipement des distributeurs mais aussi de la perception, de la compréhension et de la confiance accordée par les clients à cette promotion dématérialisée.

Suggested Citation

  • Pierre Desmet, 1999. "Le lot virtuel : Une application d'un marketing interactif de masse," Post-Print halshs-02925790, HAL.
    • Handle: RePEc:hal:journl:halshs-02925790
    DOI: 10.7193/DM.016.61.66
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    1. repec:dau:papers:123456789/2418 is not listed on IDEAS
    2. repec:dau:papers:123456789/1077 is not listed on IDEAS
    3. Béatrice Parguel & Ouidade Sabri-Zaaraoui & Pierre Desmet & Pauline de Pechpeyrou, 2006. "Perceptions et évaluations du lot virtuel par le consommateur," Post-Print halshs-00146700, HAL.

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