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Bases et mégabases de données : la nouvelle force des marques

Author

Listed:
  • Joëlle Brohier

    (Bosch)

  • Francis Salerno

    (IAE Lille - IAE Lille University School of Management - Lille - Université de Lille)

Abstract

Le marketing base de données est de plus en plus utilisé par les marques de grande consommation en Europe. Cet article montre que la construction et l'utilisation d'une base de données correspondent à une réelle option stratégique, l'état de leur développement en France et les principales sources d'information comportementale utilisée. Les mégabases de données et services associés proposés par les premiers protagonistes (Calyx, Consodata, A Vos Marques) sont présentées.

Suggested Citation

  • Joëlle Brohier & Francis Salerno, 1996. "Bases et mégabases de données : la nouvelle force des marques," Post-Print halshs-02926518, HAL.
    • Handle: RePEc:hal:journl:halshs-02926518
    DOI: 10.7193/DM.007.37.44
    as

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