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Techniques de mesure de l'efficacité des promotions des ventes par quatre instituts de panels

Author

Listed:
  • Sandrine Macé

    (IAE d’Aix-en-Provence)

Abstract

Toute opération promotionnelle nécessite une estimation de sa rentabilité et un suivi des ventes supplémentaires induites. Dans cet article, nous présentons quelques méthodes de collecte de l'information promotionnelle sur le marché des produits de grande consommation puis nous indiquons différentes techniques de mesure de l'impact des promotions sur les ventes, utilisées par quatre instituts de panels français (IRI-Sécodip, MarketingScan, Nielsen, Sécodip).

Suggested Citation

  • Sandrine Macé, 1997. "Techniques de mesure de l'efficacité des promotions des ventes par quatre instituts de panels," Post-Print halshs-02925829, HAL.
    • Handle: RePEc:hal:journl:halshs-02925829
    DOI: 10.7193/DM.012.63-75
    as

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