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Fidéliser le consommateur : un objectif marketing prioritaire

Author

Listed:
  • Jean-François Trinquecoste

    (Institut d'Administration des Entreprises (IAE) - Bordeaux)

Abstract

Dans cet article, l'auteur s'attache à souligner l'importance stratégique des politiques de fidélisation dans un contexte de marchés à maturité, hyperconcurrentiels et hypersegmentés. Il précise les avantages de la fidélité à la marque (réduction du risque, indicateur de la valeur de l'entreprise et levier des opérations commerciales), revient sur la question de sa définition qui semble encore poser quelques problèmes et esquisse les moyens de l'obtenir. Enfin, il évoque les limites de l'action marketing et conclue sur la nécessité d'une vigilance constante.

Suggested Citation

  • Jean-François Trinquecoste, 1996. "Fidéliser le consommateur : un objectif marketing prioritaire," Post-Print halshs-02926506, HAL.
    • Handle: RePEc:hal:journl:halshs-02926506
    DOI: 10.7193/DM.007.15.21
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