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De la relance multicanal du client fidèle à la performance commerciale des enseignes de ditribution spécialisées.

Abstract : In a context of development of the multi-channel marketing strategies bound mainly to the constant evolution of the Internet tools and the new technologies of distribution (Dupuis, Prunet, on 2001; Dabholkar, on 1996), it is advisable to understand the effects of these strategies on the companies' commercial performance through the process of customer loyalty development. So, this research project suggests investigating, through diverse quantitative studies, the effect the multi-channel relaunchings on loyalty programs to signs through an operation "check". The study will allow to build a benchmark model which the duplicity will be verified to be exploited on several business sectors.
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Submitted on : Friday, March 22, 2019 - 12:27:08 PM
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Hélène Méral. De la relance multicanal du client fidèle à la performance commerciale des enseignes de ditribution spécialisées.. Gestion et management. Université de Bordeaux, 2018. Français. ⟨NNT : 2018BORD0385⟩. ⟨tel-02076723⟩

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