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Le marketing relationnel existe-t-il ?

Author

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  • Gilles Marion

    (EM - EMLyon Business School)

Abstract

La notion de relation est fréquemment utilisée dans l'analyse des situations d'échange. Mais, chaque champ du marketing retient une acception particulière de ce concept. Nous examinons cette diversité à travers le marketing "one to one", le commerce électronique, l'échange inter-organisationnel, le secteur des services, et le secteur des produits de grande consommation. Nous montrerons alors que l'apparition de nouvelles techniques pour gérer des contacts avec les clients ne constitue pas le marketing relationnel comme un "nouveau" paradigme.

Suggested Citation

  • Gilles Marion, 2001. "Le marketing relationnel existe-t-il ?," Post-Print halshs-02920248, HAL.
    • Handle: RePEc:hal:journl:halshs-02920248
    DOI: 10.7193/DM.022.07.16
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    Cited by:

    1. Laurene Fayolle & Sonia Capelli & William Sabadie, 2012. "Placement de marque interactif et image de marque : le cas des concerts," Post-Print halshs-00685324, HAL.
    2. Shivam Gupta & Théo Justy & Shampy Kamboj & Ajay Kumar & Eivind Kristoffersen, 2021. "Big data and firm marketing performance: Findings from knowledge-based view," Post-Print hal-03609916, HAL.
    3. Gupta, Shivam & Justy, Théo & Kamboj, Shampy & Kumar, Ajay & Kristoffersen, Eivind, 2021. "Big data and firm marketing performance: Findings from knowledge-based view," Technological Forecasting and Social Change, Elsevier, vol. 171(C).
    4. Marc Bollecker & Patricia Niglis, 2006. "La Dimension Relationnelle De La Fonction De Contrôleur De Gestion," Post-Print halshs-00548093, HAL.

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