Potentiel relationnel et impact du site de marque sur la performance marketing

Based on 102 online surveys accounting for more than 3 million interviews, we show that websites are powerful purchase intent and brand builders and represent a strong opportunity to enhance customer relationships through “conversation” with the brand's best customers.

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Year of publication:	2005-10
Authors:	Volle, Pierre ; Florès, Laurent
Institutions:	Université Paris-Dauphine (Paris IX)
Subject:	Internet marketing \| Brand websites \| Relationship marketing \| Performance marketing \| Sites de marques \| Marketing relationnel

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Series:	Economics Papers from University Paris Dauphine.
Type of publication:	Book / Working Paper
Notes:	Published in Décisions Marketing, 2005, no. 40. pp. 39-50.Length: 11 pages
Classification:	M31 - Marketing
Source:	RePEc - Research Papers in Economics

Persistent link: https://www.econbiz.de/10011072548