A COMMUNICATION TOOL USED IN THE RETAILING SECTOR: THE CONSUMER MAGAZINE

Un outil de communication de la distribution: Le magazine de consommateurs

Géraldine Michel () and Jean-François Vergne
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Géraldine Michel: IAE Paris - Sorbonne Business School
Jean-François Vergne: UCP - Université de Cergy Pontoise - Université Paris-Seine

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Abstract: The consumer magazine is an increasingly common practice in the retailing sector. What are its objectives ? How does the magazines take part in the communication strategy of retailers ? What are the key-factors of success regarding the communication process and its realization ? The article intends to answer these questions and formulates some recommendations for retailers.

Keywords: Marque relationnelle; Magazines de marque; Magazine de consommateurs (search for similar items in EconPapers)
Date: 2000
Note: View the original document on HAL open archive server: https://hal.science/hal-02050136
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Published in Décisions Marketing, 2000, 19

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