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Fidélité au détaillant ou fidélité à la marque commerciale ?

Fidélité au détaillant ou fidélité à la marque commerciale ?


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About the Book

Dans le commerce alimentaire de détail autrichien, les marques de distributeur font désormais partie intégrante de l'assortiment. Initialement proposées uniquement sous forme de marques de distributeur bon marché, elles se déclinent désormais également dans des gammes de prix moyennes et élevées, avec une bonne qualité. Les marques de distributeur doivent remplir certains objectifs et fonctions pour l'entreprise. L'un de ces objectifs est la fidélisation de la clientèle. Les clients fidèles apportent divers avantages à une entreprise. Cependant, de nombreux facteurs influencent les consommateurs, tels que les caractéristiques du lieu d'achat, du marché, de la situation d'achat et des personnes elles-mêmes. L'entreprise commerciale tente donc de contrôler certains facteurs d'influence et d'en tirer des outils de fidélisation de la clientèle. Les marques commerciales en font par exemple partie. Les marques commerciales doivent donc influencer la fidélisation des clients à une entreprise. Ce livre examine toutefois spécifiquement la perspective inverse de ce lien, à savoir le rôle que joue la loyauté des consommateurs envers une entreprise de distribution alimentaire dans l'achat de marques commerciales.


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Product Details
  • ISBN-13: 9786209296413
  • Publisher: Editions Notre Savoir
  • Publisher Imprint: Editions Notre Savoir
  • Height: 229 mm
  • No of Pages: 164
  • Returnable: N
  • Weight: 277 gr
  • ISBN-10: 6209296416
  • Publisher Date: 10 Nov 2025
  • Binding: Paperback
  • Language: French
  • Returnable: N
  • Spine Width: 10 mm
  • Width: 152 mm


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