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Les perspectives d'avenir de la publicité

Author

Listed:
  • Werner Kroeber-Riel

    (Université de la Sarre)

Abstract

Sur-information, marchés saturés et comportement d'achat axés sur le style de vie sont le contexte actuel dans lequel évolue la publicité. Face à ce développement, l'auteur dégage 6 thèses dans lesquelles il pose les conditions auxquelles devra satisfaire la publicité. Il décrit des techniques reposant sur les sciences du comportement grâce auxquelles les entreprises et les marques pourront acquérir une compétence unique.

Suggested Citation

  • Werner Kroeber-Riel, 1994. "Les perspectives d'avenir de la publicité," Post-Print halshs-02926666, HAL.
    • Handle: RePEc:hal:journl:halshs-02926666
    DOI: 10.7193/DM.003.15-21
    as

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