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Le marché test en conditions réelles, portées et limites pour l'étude du lancement de nouveaux produits. Entretien avec Laurent Battais

Author

Listed:
  • Béatrice Parguel

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris sciences et lettres - CNRS - Centre National de la Recherche Scientifique)

Abstract

Laurent Battais est directeur Général de MarketingScan, filiale commune de Médiamétrie et de GfK. Créée en 1994 dans l'objectif de développer un dispositif unique de mesure des actions marketing en conditions réelles. MarketingScan développe aujourd'hui trois expertises : les marchés test, la mesure de l'efficacité publicitaire sur les ventes et l'analyse du comportement du shopper sur le point de vente.

Suggested Citation

  • Béatrice Parguel, 2007. "Le marché test en conditions réelles, portées et limites pour l'étude du lancement de nouveaux produits. Entretien avec Laurent Battais," Post-Print hal-01375594, HAL.
  • Handle: RePEc:hal:journl:hal-01375594
    as

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