Promotion des ventes et capital marque
Pierre Desmet
- Fonction : Auteur
- PersonId : 839239
- ORCID : 0000-0002-1633-9450
- IdRef : 031302491
Résumé
Often reduced to a price reduction, sales promotion is very often presented as a commercial technique with damaging effect on brand value. We propose a broader view of this question and first explain why sales promotion can increase price elasticity and so reduce profitbility associated with advertising expenses. Then we show that sales promotion is part of an integrated communication approach and by its uniqueness and its involving power can contribute to the brand image in a very accountable way.
Domaines
Gestion et managementFormat du dépôt | Notice |
---|---|
Type de dépôt | Article dans une revue |
Résumé |
en
Often reduced to a price reduction, sales promotion is very often presented as a commercial technique with damaging effect on brand value. We propose a broader view of this question and first explain why sales promotion can increase price elasticity and so reduce profitbility associated with advertising expenses. Then we show that sales promotion is part of an integrated communication approach and by its uniqueness and its involving power can contribute to the brand image in a very accountable way.
|
Titre |
fr
Promotion des ventes et capital marque
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Auteur(s) |
Pierre Desmet
1, 2
1
DRM -
Dauphine Recherches en Management
( 1032 )
- Place du Maréchal de Lattre de Tassigny 75775 Paris Cedex 16
- France
2
ESSEC Business School
( 301020 )
- 1, avenue Bernard Hirsch
CS 50105 Cergy
95021 Cergy Pontoise Cedex
France
Tél : +33 (0)1 34 43 30 00
Fax : +33 (0)1 34 43 30 01
- France
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Comité de lecture |
Oui
|
Vulgarisation |
Non
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Langue du document |
Français
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Nom de la revue |
|
Date de production/écriture |
2003-01-25
|
Audience |
Nationale
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Date de publication |
2003-01-25
|
Volume |
19
|
Numéro |
145
|
Page/Identifiant |
175-185
|
Domaine(s) |
|
DOI | 10.3166/rfg.145.175-185 |
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