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Deux stratégies possibles pour se désengager du prix : EDLP et New Deal

Author

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  • Agnès Boutin

    (DMSP - Dauphine marketing, stratégie, prospective - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres)

Abstract

Le prix occupe aujourd'hui une importance accrue dans les stratégies marketing. Après avoir dénoncé les résultats souvent aléatoires des stratégies classiques, telles que baisse des prix et promotions, et mis en évidence les limites des démarches à trop court terme, cet article montre que de nouvelles stratégies s'avèrent nécessaires, et s'attache notamment à analyser deux d'entre elles : l'Every Day Low Price et le New Deal Marketing.

Suggested Citation

  • Agnès Boutin, 1995. "Deux stratégies possibles pour se désengager du prix : EDLP et New Deal," Post-Print halshs-02926570, HAL.
    • Handle: RePEc:hal:journl:halshs-02926570
    DOI: 10.7193/DM.006.59-67
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