Vers un renforcement de la proximité des relations client

Maud Dampérat

Revue française de gestion, 2006, vol. 162, issue 3, 115-125

Abstract: Change in marketing approaches in favour of the relation concept is explained by the increasing overlap between economic and social spheres. It is characterized by the development of extra-commercial values and led to the reinforcement of the relationships proximity between companies and theirs customers. This article proposes a theoretical and practical debate to illustrate the development of relationships proximity. The discussion is articulated around the three dimensions of relationships proximity which are contacts proximity, functional proximity and social proximity.

Date: 2006
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