Le category management comme outil stratégique de la commercialisation des services en point de vente multimarques (notice n° 402167)
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| fixed length control field | 02648cam a2200313 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250119075057.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Piris, Yolande |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Le category management comme outil stratégique de la commercialisation des services en point de vente multimarques |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2012.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 95 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | L’objectif de ce travail est d’évaluer l’intérêt d’une démarche stratégique de category management dans la commercialisation des services en points de ventes multi-marques. La plupart des travaux ne traitent que du cas des produits de grande consommation alimentaire. A l’aide du cas Bouygues Telecom, nous mettons en évidence que le category management peut s’appliquer aux services commercialisés en points de vente multimarques et contribuer ainsi à la redynamisation du point de vente. Nous étudions la problématique particulière que représente la cogestion d’une marque d’opérateur (fournisseur de service) et d’une marque de téléphone (un produit). Nous mettons en évidence, qu’outre cette cogestion, le seul élément qui est différent de la démarche classique de category management est le rôle joué par les vendeurs et l’information mise à leur disposition sur le point de vente. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | This article aims at shedding light on the strategic role of category management for selling services in a multi-brand store. Most studies examined the issue within the food and consumer goods markets. Based on the case of Bouygues Telecom Company, we provide the evidence that category management could be a relevant approach to better sell services in a multi-brand store. We examine the question of joint management between a mobile telephone operator brand (a service provider) and a telephone brand (a product). Besides this joint management question, we show that the only difference with usual category management approach is the key role played by the salespeople and the information at their disposal at the store level. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | téléphonie mobile |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | category management |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | services |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | univers concurrentiel |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | point de vente |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | point of sale |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | mobile telephony |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | competitive universe |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | category management |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | services |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Miquel, Carine |
| Relator term | author |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Courvoisier, François H. |
| Relator term | author |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Décisions Marketing | 66 | 2 | 2012-04-01 | p. 73-81 | 0779-7389 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-decisions-marketing-2012-2-page-73?lang=fr&redirect-ssocas=7080">https://shs.cairn.info/revue-decisions-marketing-2012-2-page-73?lang=fr&redirect-ssocas=7080</a> |
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