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Marketing digital et durabilité : reconsidérer la performance des campagnes d’acquisition en intégrant les retours produits

Author

Listed:
  • Stephanie Nguyen

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon, AMU ECO - Aix-Marseille Université - Faculté d'économie et de gestion - AMU - Aix Marseille Université)

  • Nathalie Fabbe-Costes

    (AMU ECO - Aix-Marseille Université - Faculté d'économie et de gestion - AMU - Aix Marseille Université, CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

  • Soho Garcia

    (AMU ECO - Aix-Marseille Université - Faculté d'économie et de gestion - AMU - Aix Marseille Université, CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

Abstract

Dans un contexte marqué par la croissance exponentielle des retours produits en e- commerce et face aux externalités négatives qui y sont associées (coûts logistiques, impacts environnementaux), cette étude explore leur intégration dans l'évaluation des campagnes marketing digital. Elle met en lumière et souligne leur faible prise en compte dans les indicateurs de performance actuels.

Suggested Citation

  • Stephanie Nguyen & Nathalie Fabbe-Costes & Soho Garcia, 2025. "Marketing digital et durabilité : reconsidérer la performance des campagnes d’acquisition en intégrant les retours produits," Post-Print hal-05475766, HAL.
    • Handle: RePEc:hal:journl:hal-05475766
    Note: View the original document on HAL open archive server: https://hal.science/hal-05475766v1
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    File URL: https://hal.science/hal-05475766v1/document
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    References listed on IDEAS

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    1. El Kihal, Siham & Nurullayev, Namig & Schulze, Christian & Skiera, Bernd, 2021. "A Comparison of Return Rate Calculation Methods: Evidence from 16 Retailers," Journal of Retailing, Elsevier, vol. 97(4), pages 676-696.
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