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Les marques de distributeurs dans le contexte industriel

Author

Listed:
  • Philippe Malaval

    (Groupe École Supérieure de Commerce de Toulouse - ESCT)

  • Christophe Benaroya

Abstract

Avec le développement du marketing en business to business, les politiques de marques industrielles se sont progressivement sophistiquées. Aujourd'hui, face aux marques industrielles des fabricants, s'affirme l'émergence des marques de distributeurs industriels. Cet article se propose d'en analyser les enjeux et présente les spécificités des marques dans le contexte de la distribution industrielle.

Suggested Citation

  • Philippe Malaval & Christophe Benaroya, 1998. "Les marques de distributeurs dans le contexte industriel," Post-Print halshs-02925801, HAL.
    • Handle: RePEc:hal:journl:halshs-02925801
    DOI: 10.7193/DM.015.59-68
    as

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