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Promotion des ventes : tendances et interactivité

Author

Listed:
  • Pierre Desmet

    (ESSEC Business School)

  • Jean-Pierre Bernadet

    (Vasco de Gama)

Abstract

Cet article a pour but de permettre la compréhension et l'anticipation des tendances quant à la combinaison des techniques et des médias pour communiquer et gérer des opérations promotionnelles de plus en plus sophistiquées. Un cadre général d'analyse qui met en évidence les différents échanges nécessaires à la réalisation de l'opération, est proposé et sert de support pour analyser les tendances observées et les innovations récentes dans le montage des opérations.

Suggested Citation

  • Pierre Desmet & Jean-Pierre Bernadet, 1995. "Promotion des ventes : tendances et interactivité," Post-Print halshs-02926618, HAL.
    • Handle: RePEc:hal:journl:halshs-02926618
    DOI: 10.7193/DM.005.79-84
    as

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