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Vers une réforme du marketing dans les IAA

Author

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  • Stéphane Gouin

    (Ecole Nationale Supérieure Agronomique de Rennes)

Abstract

Au regard de la mondialisation des marchés, des mouvements de concentration et des nouveaux comportements des consommateurs, force est de constater qu'un grand nombre d'entreprises ont dû reformuler leurs outils commerciaux et a fortiori leurs stratégies. Ces modifications ne sont pas sans incidences sur les marques, les produits, les prix, la communication et plus particulièrement sur la politique de distribution lesquels échappent de plus en plus au contrôle des IAA; Quelles sont les évolutions récentes du marketing dans le secteur alimentaire ? Quelles en sont les incidences sur les stratégies commerciales ? Comment les petites structures alimentaires doivent-elles réagir pour préserver leurs avantages compétitifs ?

Suggested Citation

  • Stéphane Gouin, 1997. "Vers une réforme du marketing dans les IAA," Post-Print hal-02392215, HAL.
  • Handle: RePEc:hal:journl:hal-02392215
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    Keywords

    IAA; Marketing;

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