Le négo-marketing: un concept partenarial dans le référencement d'un nouveau produit en grande distribution

Stéphane Gouin () and Patrick Jourdain
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Stéphane Gouin: SMART-LERECO - Structures et Marché Agricoles, Ressources et Territoires - INRA - Institut National de la Recherche Agronomique - AGROCAMPUS OUEST
Patrick Jourdain: Neslé

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Abstract: Since the introduction of the laws Galland and Raffarin, in 1996, bargaining and contracting are now realized at the top level af the retailing firm structure and the shelf- responsables become more managers-sellers than buyers. To be present in the food distribution become more dfficult. The Nego-marketing can be now considered as a strategic tool for launching inngvative products. It is now the core of positive "business to business" relationships on the downstream paft of the food-chain. As a "win to win" bases it adds the hnow-how of both the food processing and retailing industries.

Keywords: merchandising; Négonarketing (search for similar items in EconPapers)
Date: 2000-03-22
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Published in Rencontres AGORAL 2000 : 12e rencontres scientifiques et technologiques des industries alimentaires, Mar 2000, Montpellier, France. 400 p

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02349929

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