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Journal articles (1997), Décisions Marketing, pp. 9-21

La Promotion des Ventes en France : Evolution et révolutions

BERNARDET JP., CHANDON P., DESMET Pierre , FARGETTE F., GUILBERT F., LAURENT Gilles

This article was written jointly by a group of practitioners and academics. The first part outlines how sales promotions have evolved in France over the last 25 years. The second part tackles four important current topics : changes in legal regulations, changes in promotional media, changes in the measures of promotional effectiveness and the relationships between manufacturers and retailers.

BERNARDET, J., CHANDON, P., DESMET, P., FARGETTE, F., GUILBERT, F. and LAURENT, G. (1997). La Promotion des Ventes en France : Evolution et révolutions. Décisions Marketing, pp. 9-21.