Traditional research area for marketing, exchange is seeing in another manner and it creates new opportunities for research in marketing. Prices, usually determined by the vendor, can now be studied from multiple points of view, particularly from a dynamic point of view. Then this research area for dynamic price is also shared by the research on sales promotion. Direct marketing also suggests a dynamic approach and allows implementation of relationship marketing. The article aims to open new research perspectives in these areas.
DESMET, P. (1999). Marketing Direct et Promotion des ventes. Objets de recherche traditionnels, mais en pleine évolution : promotion et échange, renouveau du prix, marketing direct. In: Faire de la recherche en marketing ? 1st ed. Vuibert, pp. 235-252.