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ECR : Impact sur l'organisaton de l'entreprise et sur le marketing

Author

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  • Marie-Louise Helies-Hassid

    (DMSP - Dauphine marketing, stratégie, prospective - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres)

Abstract

Les relations souvent conflictuelles qui se sont développées entre les industriels et les distributeurs semblent aujourd'hui laisser la place à une approche plus coopérative. Dans cette évolution la diffusion des nouvelles technologies de l'information tient une place notable. L'objet de cet article est de décrire le cadre que propose l'ECR (Efficient Consumer Response) pour étendre ces nouvelles approches et d'en analyser les conséquences organisationnelles et sur le marketing.

Suggested Citation

  • Marie-Louise Helies-Hassid, 1996. "ECR : Impact sur l'organisaton de l'entreprise et sur le marketing," Post-Print halshs-02926331, HAL.
    • Handle: RePEc:hal:journl:halshs-02926331
    DOI: 10.7193/DM.009.63.70
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