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Within the behavioral research in sales promotion, the product and brand usage is almost never taken into account by researchers, in spite of its relevance as a mediating variable between sales promotion and satisfaction or loyalty. This research, applied to clothing, aims at studying the direct...

Cet article vise à montrer la pertinence du cadre d'analyse des normes contractuelles de Macneil pour expliquer les ruptures de relations de long terme entre organisations. Pour ce faire des entretiens ont été conduits sur 13 dyades chargés d'affaires/représentants de PME. Une analyse...

What is the resilience of the marketing discipline? In other words, what is the perennity of the marketing concept, of marketing principles and purpose, and what is the adaptive capacity of marketing over time? In what measure are marketing researchers capable of reassessment and questioning...

This article focuses on the main group of luxury goods consumers in China, the Chinese elite, who are of critical importance for marketing luxury goods. First, after defining the Chinese elite, we identify the relevant dimensions to segment this mass affluent group: conspicuous/functional,...

Présente les méthodes qualitatives et quantitatives utilisées en marketing, allant des études exploratoires aux systèmes experts en passant par les analyses de données et la collecte d'informations. Resitue la recherche en marketing par rapport aux évolutions du domaine : post-modernisme,...

This book reviews the past twenty years of research in marketing by considering the different research streams together to understand, evaluate and criticize those various streams and to explore potential overlaps and divergence likely to emerge in the future. In addition, careful attention has...

Les thèmes abordés ici traitent autant des concepts classiques du domaine que des dernières avancées de la recherche allant du quantitatif au qualitatif.