La promotion des ventes préfigure-t-elle l'avenir du marketing ?

Pierre Desmet and Gilles Laurent
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Pierre Desmet: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique, ESSEC Business School
Gilles Laurent: GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique

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Keywords: marque; promotion; communication; publicité (search for similar items in EconPapers)
Date: 1997
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Published in Décisions Marketing, 1997, 12

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