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Journal articles (1995), Décisions Marketing, pp. 7-19

Le marketing inversé : interactivité, structure et pouvoir

TIXIER M., PRAS Bernard

In the multimedia sector, power relationships are unstable and a new phenomenon, upstream direct marketing, is emerging. The latter is direct marketing from the consumer to the producer. This article analyses technological, structural and power issues associated with this evolution.

TIXIER, M. and PRAS, B. (1995). Le marketing inversé : interactivité, structure et pouvoir. Décisions Marketing, pp. 7-19.