Le négo-marketing : un concept partenarial dans le référencement d'un nouveau produit en grande distribution

Abstract : Since the introduction of the laws Galland and Raffarin, in 1996, bargaining and contracting are now realized at the top level af the retailing firm structure and the shelf- responsables become more managers-sellers than buyers. To be present in the food distribution become more dfficult. The Nego-marketing can be now considered as a strategic tool for launching inngvative products. It is now the core of positive "business to business" relationships on the downstream paft of the food-chain. As a "win to win" bases it adds the hnow-how of both the food processing and retailing industries.
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Conference papers
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https://hal.archives-ouvertes.fr/hal-02349929
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Submitted on : Tuesday, November 5, 2019 - 8:07:53 PM
Last modification on : Wednesday, November 13, 2019 - 11:51:47 AM

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  • HAL Id : hal-02349929, version 1
  • PRODINRA : 487608

Citation

Stéphane Gouin, Patrick Jourdain. Le négo-marketing : un concept partenarial dans le référencement d'un nouveau produit en grande distribution. Rencontres AGORAL 2000 : 12e rencontres scientifiques et technologiques des industries alimentaires, Mar 2000, Montpellier, France. 400 p. ⟨hal-02349929⟩

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