Bénéfices relationnels des actions au point de vente: le cas des produits agroalimentaires vendus en hyper et supermarchés

Sarah Mussol (), Philippe Aurier and Gilles Séré de Lanauze
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Sarah Mussol: UM - Université de Montpellier, MRM - Montpellier Research in Management - UM1 - Université Montpellier 1 - UPVM - Université Paul-Valéry - Montpellier 3 - UM2 - Université Montpellier 2 - Sciences et Techniques - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School
Philippe Aurier: MRM - Montpellier Research in Management - UM1 - Université Montpellier 1 - UPVM - Université Paul-Valéry - Montpellier 3 - UM2 - Université Montpellier 2 - Sciences et Techniques - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School, 463009 - Labex Entreprendre
Gilles Séré de Lanauze: MRM - Montpellier Research in Management - UM1 - Université Montpellier 1 - UPVM - Université Paul-Valéry - Montpellier 3 - UM2 - Université Montpellier 2 - Sciences et Techniques - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School, 463009 - Labex Entreprendre

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Abstract: This research focuses on in store actions. Interviews with experts and consumers helped us identify how companies develop relationships with consumers through in store activities. The research focuses on the creation of relational value through actions for both industrials and consumers.

Keywords: point of sale; consumer; relationship marketing; brand expression; marketing relationnel; grande consommation; action; point de vente; orientation relationnelle (search for similar items in EconPapers)
Date: 2013-09-27
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00951513v1
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Published in Journées du Marketing Agroalimentaire à Montpellier, Sep 2013, Montpellier, France. pp.1

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