Rétromarketing dans l'automobile. La stratégie « anti-rétro » de Citroën DS

Marc Prieto and Philippe Boistel

Revue française de gestion, 2014, vol. N° 239, issue 2, 31-49

Abstract: Academic researchers define retromarketing as ?a revival of an old product or service from the past? (Brown, 2001). Recently, brands use slogans inspired by this strategy and introduce hybrid retromarketing concepts. This article aims to understand one of these hybrid concepts from the Citroën car brand that is called ?antiretromarketing?. To do so, we question consumers and sale representatives in two qualitative studies. The results analysis determines consumer?s perceptions and defines this hybrid strategy.

Date: 2014
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