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Le Lot Virtuel : une application d'un marketing interactif de masse

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Date
1999-01
Dewey
Marketing
Sujet
lot virtuel; promotion; marketing interactif
JEL code
M31
Journal issue
Décisions Marketing
Volume
16
Number
1
Publication date
01-1999
Article pages
61-66
URI
https://basepub.dauphine.fr/handle/123456789/3248
Collections
  • DRM : Publications
Metadata
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Author
Desmet, Pierre
Type
Article accepté pour publication ou publié
Abstract (EN)
Virtual bundling allows cost reduction for sales promotion for both producer and retailer as it avoids costs of physical bundling (packaging). Furthermore, this technique constitutes a new opportunity to apply an interactive targeted marketing approach by relating the advantage offered to the real behaviour.

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