Promoting direct competing brands in the same page of a retailer store flyer has become a current managerial practice. This study questions the relevance of this practice by examining its negative effect on brand and promotion recall. It postulates the existence of an interference effect,...

Virtual bundling is a promotional offer in which obtaining free product or money discount is linked to the purchase of a certain number of products presented separately. As a promotional technique offering numerous advantages to retailers and manufacturers, virtual bundling is more and more used...

Virtual bundles are promotional offers in which obtaining free product or money discount is linked to the purchase of a certain number of products presented separately. As it offers numerous advantages to retailers and manufacturers, virtual bundling is more and more used in mass marketing....

Cet ouvrage présente les thèmes essentiels du marketing sous forme de fiches synthétiques. Aborde les thèmes suivants : le marketing dans l'organisation, les métiers du marketing, stratégie marketing, le marketing mix : politique de produit, politique de prix, politique de distribution,...

This study investigates the effect of competitive advertising within store flyers on both manufacturers and retailers. Prior research implies that competitive advertising may be detrimental for manufacturers and beneficial for retailers. Findings from an intersubject experiment that uses various...

Cette recherche évalue l'influence de l'attractivité de trois caractéristiques du prospectus - les prix, l'offre et le thème - sur son efficacité pour le distributeur en termes de visite du magasin, d'achat de produits présentés en prospectus et d'image de l'enseigne. Une enquête menée...

This research investigates the impact of three store flyers’ characteristics attractiveness – price, offer and thematic – and their effectiveness for the retailer. An exploratory survey conducted among a sample of 958 shoppers reveals a different impact based on customer loyalty. For loyal...

Les thèmes essentiels du marketing en 40 Fiches synthétiques, claires et structurées. Chaque fiche peut être étudiée séparément. Chaque thème est introduit par un mini encadré (Point clé) et clôturé par "L'œil du professionnel" qui donne un éclairage professionnel sur les notions...