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Le marketing relationnel des distributeurs

Author

Listed:
  • Babette Leforestier

    (Secodip)

Abstract

Les poussées technologiques, le marketing électronique notamment, vont permettre aux distributeurs de penser autrement. Avec la création de trafic, la fidélisation est devenue un deuxième objectif prioritaire pour les distributeurs. Une réflexion qui suppose l'intégration de systèmes informatiques sophistiqués qui incluent le traitement des données scannerisées, les techniques de marketing direct, et des plannings promotionnels précis.

Suggested Citation

  • Babette Leforestier, 1996. "Le marketing relationnel des distributeurs," Post-Print halshs-02926522, HAL.
    • Handle: RePEc:hal:journl:halshs-02926522
    DOI: 10.7193/DM.007.45.50
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    Cited by:

    1. Carole Donada & Olivier Vidal, 2001. "Des Concessions Automobiles En Quête D'Une Stratégie Marketing," Post-Print hal-00842007, HAL.

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