A multi-mechanism promotion includes in the same communication several promotional techniques. The relative efficiency of this kind of promotion on consumers' choices depends upon two antagonist effects. On the one hand, prospect theory predicts a positive direct influence of multiple mechanisms...

Une promotion multi-mécanismes associe dans la même communication plusieurs mécanismes promotionnels. L'efficacité relative de ce type de promotions sur les choix du consommateur dépend de deux effets antagonistes. D'une part, la théorie des prospects postule un effet direct positif de la...

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,...

The resolution of a concrete problem lies at the heart of action research approaches. The purpose of this paper is to illustrate the practical difficulties implied by the adoption of a participative approach where the problem to be solved is constructed collaboratively with organizational...

This study develops and empirically tests a model of the corporate decision to disclose stakeholders' reports for French firms. The related literature is then reviewed in the first section. The next section identifies the factors influencing the decision to disclose stakeholders' reports. The...