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Application du marketing direct sur Internet : Le cas controversé des cookies et du spamming

Author

Listed:
  • Stéphane Lajoinie-Bourliataux

    (IAE Poitiers - Institut d'Administration des Entreprises (IAE) - Poitiers - UP - Université de Poitiers = University of Poitiers)

Abstract

L'accroissement du nombre de connexion à Internet offre aux responsables du marketing direct un outil de communication souple et efficace. La mise en place d'une communication ciblée nécessite une bonne connaissance du profil des consommateurs. Deux pratiques sont présentées ici. L'importante réactivité des consommateurs sur Internet ainsi que leurs fortes connaissances technologiques ont forcé les annonceurs à adapter leur stratégie au médium interactif. Les critiques formulés ont pour ambitions de proposer des bases de réflexion sur l'évolution de ces techniques.

Suggested Citation

  • Stéphane Lajoinie-Bourliataux, 1998. "Application du marketing direct sur Internet : Le cas controversé des cookies et du spamming," Post-Print halshs-02925812, HAL.
    • Handle: RePEc:hal:journl:halshs-02925812
    DOI: 10.7193/DM.014.73-79
    as

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