Le comportement multicanal du consommateur est-il une simple évolution ou constitue-t-il une véritable révolution ?
This paper sums up the appearance of the internet and especially the multi-channel offer on consumer behaviour in Belgium and France. Does the multi-channel offer condition the new behaviour of the buyer or is the multi-channel offer the result of a consumer behaviour modification ? A study realised in French speaking context brings to the fore the importance of including the aims of the consumer and the characteristics of the product. In the end, a thought is initiated on the revolutionary level of this new consumer behaviour.
Volume (Year): XLVII (2008)
Issue (Month): 2 ()
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