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Le category management comme outil stratégique de la commercialisation des services en point de vente multimarques : le cas de Bouygues Telecom

Author

Listed:
  • Yolande Piris

    (Pôle Customer, Retail and Supply Chain - Rouen Business School - Rouen Business School, LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - UP2 - Université Panthéon-Assas)

  • Carine Miquel

Abstract

L'objectif de ce travail est d'évaluer l'intérêt d'une démarche stratégique de category management dans la commercialisation des services en points de ventes multimarques. La plupart des travaux ne traitent que du cas des produits de grande consommation alimentaire. A l'aide du cas Bouygues Telecom, nous mettons en évidence que le category management peut s'appliquer aux services commercialisés en points de vente multimarques et contribuer ainsi à la redynamisation du point de vente. Nous étudions la problématique particulière que représente la cogestion d'une marque d'opérateur (fournisseur de service) et d'une marque de téléphone (un produit). Nous mettons en évidence, qu'outre cette cogestion, le seul élément qui est différent de la démarche classique de category management est le rôle joué par les vendeurs et l'information mise à leur disposition sur le point de vente.

Suggested Citation

  • Yolande Piris & Carine Miquel, 2012. "Le category management comme outil stratégique de la commercialisation des services en point de vente multimarques : le cas de Bouygues Telecom," Post-Print hal-00809250, HAL.
    • Handle: RePEc:hal:journl:hal-00809250
    as

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