Essec\Faculty\Model\Contribution {#2216
  #_index: "academ_contributions"
  #_id: "1896"
  #_source: array:26 [
    "id" => "1896"
    "slug" => "leuro-conversion-de-prix-ou-remise-en-cause-des-strategies-marketing"
    "yearMonth" => "1998-01"
    "year" => "1998"
    "title" => "L'Euro : conversion de prix ou remise en cause des stratégies marketing ?"
    "description" => "DESMET, P. et ZOLLINGER, M. (1998). L'Euro : conversion de prix ou remise en cause des stratégies marketing ? <i>Décisions Marketing</i>, pp. 7-16."
    "authors" => array:2 [
      0 => array:3 [
        "name" => "DESMET Pierre"
        "bid" => "B00000155"
        "slug" => "desmet-pierre"
      ]
      1 => array:1 [
        "name" => "ZOLLINGER M."
      ]
    ]
    "ouvrage" => ""
    "keywords" => []
    "updatedAt" => "2020-12-17 17:55:06"
    "publicationUrl" => null
    "publicationInfo" => array:3 [
      "pages" => "7-16"
      "volume" => null
      "number" => null
    ]
    "type" => array:2 [
      "fr" => "Articles"
      "en" => "Journal articles"
    ]
    "support_type" => array:2 [
      "fr" => "Revue scientifique"
      "en" => "Scientific journal"
    ]
    "countries" => array:2 [
      "fr" => null
      "en" => null
    ]
    "abstract" => array:2 [
      "fr" => "Le passage à la monnaie unique Européenne, l'Euro, nécessite une bonne gestion de la transition de la part des entreprises, tant sur le plan interne que sur le plan externe, compte tenu de l'importance de la communication nécessaire pour obtenir la confiance des consommateurs. Ce changement de monnaie, par l'unification du marché Européen, modifie profondément non seulement la politique de prix, mais aussi, par rebond, la politique de produit et la stratégie marketing internationale."
      "en" => "Conversion to the single European currency, the euro, requires good management of the transition on the part of companies, both internally and externally, taking into account the importance of communication which is necessary to win consumer confidence. Through the unification of the European market, this change of currency radically alters not only price policy but also, through a rebound effect, product policy and international marketing strategy."
    ]
    "authors_fields" => array:2 [
      "fr" => "Marketing"
      "en" => "Marketing"
    ]
    "indexedAt" => "2024-11-18T15:21:44.000Z"
    "docTitle" => "L'Euro : conversion de prix ou remise en cause des stratégies marketing ?"
    "docSurtitle" => "Journal articles"
    "authorNames" => "<a href="/cv/desmet-pierre">DESMET Pierre</a>, ZOLLINGER M."
    "docDescription" => "<span class="document-property-authors">DESMET Pierre, ZOLLINGER M.</span><br><span class="document-property-authors_fields">Marketing</span> | <span class="document-property-year">1998</span>"
    "keywordList" => ""
    "docPreview" => "<b>L'Euro : conversion de prix ou remise en cause des stratégies marketing ?</b><br><span>1998-01 | Journal articles </span>"
    "docType" => "research"
    "publicationLink" => "<a href="#" target="_blank">L'Euro : conversion de prix ou remise en cause des stratégies marketing ?</a>"
  ]
  +lang: "en"
  +"_type": "_doc"
  +"_score": 8.947243
  +"parent": null
}