Le lot virtuel: Une application d’un marketing interactif de masse (notice n° 130501)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01500cam a2200169 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250112020149.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Desmet, Pierre |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Le lot virtuel: Une application d’un marketing interactif de masse |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 1999.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 79 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Le lot virtuel permet aux producteurs et aux distributeurs de réaliser des économies sur les coûts promotionnels. Il offre de plus de nouvelles opportunités pour un marketing interactif ciblé. Son succès dépend cependant d’abord de l’équipement des distributeurs mais aussi de la perception, de la compréhension et de la confiance accordée par les clients à cette promotion dématérialisée. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Virtual bundling allows cost reduction for sales promotion for both producer and retailer as it avoids costs of physical bundling (packaging). Furthermore, this technique constitutes a new opportunity to apply an interactive targeted marketing approach by relating the advantage offered to the real behaviour observed. However expanding the use of virtual bundling relies on several factors: first the retailer having the technical equipment necessary for such interactive transactions, and second the customer’s reaction faced with this virtual offer: perception, understanding and trust. |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Décisions Marketing | 16 | 1 | 1999-01-01 | p. 61-66 | 0779-7389 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-decisions-marketing-1999-1-page-61?lang=fr">https://shs.cairn.info/revue-decisions-marketing-1999-1-page-61?lang=fr</a> |
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