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

Author

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  • Stephanie Nguyen

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

  • Nathalie Fabbe-Costes

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

  • Soho Garcia

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
    as

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