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Comment créer des promotions efficaces et profitables : L'avis des experts

Author

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  • Chandon Pierre

    (Université de Caroline du Nord à Chapel Hill)

Abstract

Quand est-il le plus profitable de faire des promotions ? Comment organiser celles-ci de la façon la plus efficace ? Trois professeurs célèbres de la Wharton School apportent leur réponse, dans des interviews avec Pierre Chandon. Jagmohan Raju analyse le rôle des promotions pour l'industriel et les situations où celui-ci doit en organiser. Steve Hoch explique comment les détaillants devraient raisonner à propos des promotions. Barbara Kahn décrit comment les entreprises peuvent mettre sur pied des promotions plus efficaces si elles comprennent comment et pourquoi les consommateurs y réagissent.

Suggested Citation

  • Chandon Pierre, 1997. "Comment créer des promotions efficaces et profitables : L'avis des experts," Post-Print halshs-02925825, HAL.
    • Handle: RePEc:hal:journl:halshs-02925825
    DOI: 10.7193/DM.012.23-30
    as

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