For the twentieth anniversary of Décisions Marketing, seven editors-in-chief of the journal, from the origin to nowadays, are sharing their vision of the future of marketing decision-making. Their analysis highlights the difficulty of conciliating efficiency and ethics objectives, internal and...

This article aims at discussing the various dimensions of budget allocation decisions made by final consumers. We review the main research and offer a conceptual typology of allocation choices at different levels (time, efforts, product categories, brands…). Then, we make suggestions to carry...

Since the mid 90s, the increasing importance of marketing has been observed in the big companies of the retail sector. This evolution is an answer to some changes in the sector competition which prompt the retail companies to become «customer-oriented». Thanks to a documented analysis and some...

La gestion de la relation client (GRC en français, ou CRM en anglais pour Customer Relationship Management) est un champ en plein développement où se combinent technologies de l'information, marketing et stratégie en vue d'accroître la performance de l'entreprise et sa différentiation...

Plusieurs profils de lecteur trouveront matière à réflexion dans l’ouvrage « Comportements du consommateur – Concepts et Outils » écrit par Denis Darpy et Pierre Volle.- Le journaliste, le consultant et l’enseignant, puiseront dans une boîte à outils complète pour présenter à...

Benefits that customers derive from their participation to relationship programs are not only economic, or even utilitarian (e.g., convenience). In this article, we shed some light on the variety of perceived benefits – utilitarian, hedonic and symbolic – that customers may retreive as...

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.

Comment choisir et instaurer une relation ? Comment adapter l'organisation pour mettre en oeuvre la stratégie retenue ? Comment analyser les nombreuses données client collectées pour prendre les meilleures décisions ? Quels outils utiliser pour soutenir la stratégie relationnelle ? Gestion...