Potentiel relationnel et impact du site de marque sur la performance marketing

Pierre Volle () and Laurent Florès
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Pierre Volle: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Laurent Florès: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: Based on 102 online surveys accounting for more than 3 million interviews, we show that websites are powerful purchase intent and brand builders and represent a strong opportunity to enhance customer relationships through "conversation" with the brand's best customers.

Keywords: relationship marketing; brand websites; marketing performance; marketing; relation client; sites de marque; performance marketing (search for similar items in EconPapers)
Date: 2005
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00151273v1
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Citations: View citations in EconPapers (3)

Published in Décisions Marketing, 2005, 40, pp.39-50

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00151273

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