N.I.P. (Nouveaux instruments promotionnels) et promotions des marques : vers une synergie nécessaire (notice n° 1510133)
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| fixed length control field | 02599cam a2200265 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250921012326.0 |
| 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 | Debos, Franck |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | N.I.P. (Nouveaux instruments promotionnels) et promotions des marques : vers une synergie nécessaire |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2006.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 18 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | RésuméEn terme de communication persuasive, les responsables Marketing ont jusqu’à présent eu tendance à opposer les techniques promotionnelles aux outils de fidélisation de la clientèle. Or, la mise en place des NIP (Carte cagnotte, Lot virtuel, Offre fédérative...) développés par les enseignes de distribution en collaboration (plus ou moins forcée il est vrai) avec les fabricants ainsi que d’autres techniques promotionnelles spécifiques aux marques comme la promotion « Quasi Publicitaire », sont à la fois des outils d’accroissement des ventes à court terme mais aussi de fidélisation et de valorisation efficace du capital de marque des fabricants associés aux distributeurs.Les NIP doivent alors être réellement intégré dans une véritable réflexion et stratégie Marketing des fabricants et être associées à leurs propres actions promotionnelles. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Until recently, in the realm of persuasive communication marketing managers have tended to separate the notion of promotional techniques from that of tools aimed at creating customer loyalty.However, the use of NPTs (lottery card, virtual tomobola, ....) developed by the big names in distribution in collaboration (more or less forced) with manufacturers, as well as the use of other promotional techniques specific to brands such as “quasi-advertising” promotions is not only a means of increasing sales in the short term and but also of creating customer loyalty and effectively raising the value of the brand capital of the manufacturers associated with the distributors.The use of NPT must therefore be well thought-out within the framework of the marketing strategy of the manufacturers and NPTs must be applied alongside their own promotions. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | capital Marque |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | fidélisation |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | partenariat Fabricants – Distributeurs |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | promotion |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | brand capital |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | customer loyalty |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | promotional techniques |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | synergy Manufacturers Distributors |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Marketing & Communication | 6 | 1 | 2006-03-01 | p. 6-16 | 1779-3572 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-market-management-2006-1-page-6?lang=fr&redirect-ssocas=7080">https://shs.cairn.info/revue-market-management-2006-1-page-6?lang=fr&redirect-ssocas=7080</a> |
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