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L'évolution des modèles d'analyse en marketing de la distribution et la prise en compte de nouveaux concepts dans la pratique stratégique des firmes

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  • ANTEBLIAN-LAMBREY, Blandine

    (LATEC-CREGO - CNRS - IAE - Université de Bourgogne)

Abstract

Cet article se propose, à partir d'une étude des stratégies pratiquées actuellement par les firmes de distribution, de montrer que les modèles retenus dans la littérature de marketing ne correspondent plus aux réalités économiques et organisationnelles du secteur. L'objectif poursuivi, à partir de cette réflexion, consiste à tenter d'appliquer un autre cadre d'analyse issu des travaux de l'Ecole Scandinave en marketing industriel, et d'en proposer quelques illustrations dans le cadre des relations entre producteurs et distributeurs. This paper investigates the retail firms strategies. This review gives prominence to marketing models that do not fit today with the economy of this sector and its organisation. This paper tries to transpose a framework from industrial marketing, and propose some examples to analyse relations between manufacturers and retailers.

Suggested Citation

  • ANTEBLIAN-LAMBREY, Blandine, 1998. "L'évolution des modèles d'analyse en marketing de la distribution et la prise en compte de nouveaux concepts dans la pratique stratégique des firmes," LEG - CERMAB / Centre de Recherche en Marketing de Bourgogne - Cahier de recherche 1998-02, LEG - CERMAB, CNRS UMR 5118, Université de Bourgogne.
    • Handle: RePEc:lat:gstion:1998-02
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    References listed on IDEAS

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    1. Gilles Paché & Véronique Des Garets, 1997. "Relations inter-organisationnelles dans les canaux de distribution: les dimensions logistiques," Post-Print hal-02016846, HAL.
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