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Comment intégrer les clients à la démarche marketing?

Author

Listed:
  • Sonia Capelli

    (CRCGM - Centre de Recherche Clermontois en Gestion et Management - UdA - Université d'Auvergne - Clermont-Ferrand I - ESC Clermont-Ferrand - École Supérieure de Commerce (ESC) - Clermont-Ferrand)

  • Danilo C. Dantas

Abstract

La révolution numérique a permis à un grand nombre d'entreprises de servir leurs clients de façon plus personnalisée et même de les intégrer dans la démarche marketing. En donnant des exemples réels, l'article illustre comment les clients peuvent participer, à l'égard des produits et des services, à la production, à la communication, à la fixation du prix et à la distribution. Après avoir résumé les atouts et les risques du co-marketing, nous insistons sur les conditions de succès à réunir pour en optimiser les retombées, soit donner aux clients des signaux les incitant à interagir, distinguer les compétences relationnelles, créer un système d'information interactif et respecter la voix du client.

Suggested Citation

  • Sonia Capelli & Danilo C. Dantas, 2012. "Comment intégrer les clients à la démarche marketing?," Post-Print halshs-01128830, HAL.
    • Handle: RePEc:hal:journl:halshs-01128830
    DOI: 10.3917/riges.371.0074
    as

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