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La promotion des ventes en marketing business-to-business

Author

Listed:
  • Philippe Malaval

    (Groupe École Supérieure de Commerce de Toulouse - ESCT)

Abstract

La promotion des ventes a fait l'objet de nombreuses publications, illustrées principalement par des applications choisies dans les secteurs de la grande consommation ainsi que sur le circuit de la grande distribution (1, 3, 4, 5, 10). Cet article se propose de faire le point sur le développement des techniques promotionnelles appliquées au marketing inter-organisationnel. Il s'attache à montrer comment les outils de la promotion sont utilisables dans le secteur industriel. Il s'agira, dans un premier temps, de rappeler les principaux objectifs fixés à la promotion des ventes et d'analyser les différences ou les similitudes que l'on peut rencontrer par rapport au secteur de la grande consommation. L'application des différentes techniques promotionnelles en milieu professionnel pourra ensuite être présentée avec le prolongement des actions commerciales en termes de formation, de maintenance, de conseils, de relations publiques... Enfin, les tendances récentes seront étudiées, ainsi que les limites de la promotion en milieu industriel.

Suggested Citation

  • Philippe Malaval, 2002. "La promotion des ventes en marketing business-to-business," Post-Print halshs-02919735, HAL.
  • Handle: RePEc:hal:journl:halshs-02919735
    DOI: 10.7193/DM.027.07.18
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