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Portées et limites du lot virtuel : une étude exploratoire

Abstract : The high costs associated with traditional promotional techniques lead retailers and industrials to adopt new promotional formats, especially "separate-item bundles". After presenting this promotional format and its managerial stakes, the article first analyzes the advantages and constraints that separate-item bundles present for actors in the retail industry. We next use an exploratory qualitative approach to shed light on consumers' reactions to such a new promotional format. This double focus - on managers and consumers - leads us to propose key success factors for separate-item bundles implementation at the point of purchase.
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Submitted on : Thursday, January 12, 2012 - 4:45:22 PM
Last modification on : Wednesday, November 17, 2021 - 12:27:09 PM
Long-term archiving on: : Friday, April 13, 2012 - 2:20:22 AM


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  • HAL Id : halshs-00271745, version 1


Ouidade Sabri-Zaaraoui, Béatrice Parguel, Pauline de Pechpeyrou. Portées et limites du lot virtuel : une étude exploratoire. Décisions Marketing, Association Française du Marketing, 2008, 50, pp.49-57. ⟨halshs-00271745⟩



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