Essec\Faculty\Model\Contribution {#2216
  #_index: "academ_contributions"
  #_id: "4003"
  #_source: array:26 [
    "id" => "4003"
    "slug" => "marketing-direct"
    "yearMonth" => "1999-01"
    "year" => "1999"
    "title" => "Marketing direct"
    "description" => "DESMET, P. (1999). Marketing direct. Dans: <i>Encyclopédie de la Gestion et du Management - E.G.M.</i> 1st ed. Dalloz, pp. 788-790."
    "authors" => array:1 [
      0 => array:3 [
        "name" => "DESMET Pierre"
        "bid" => "B00000155"
        "slug" => "desmet-pierre"
      ]
    ]
    "ouvrage" => "Encyclopédie de la Gestion et du Management - E.G.M."
    "keywords" => []
    "updatedAt" => "2021-09-06 14:06:32"
    "publicationUrl" => null
    "publicationInfo" => array:3 [
      "pages" => "788-790"
      "volume" => null
      "number" => null
    ]
    "type" => array:2 [
      "fr" => "Chapitres"
      "en" => "Book chapters"
    ]
    "support_type" => array:2 [
      "fr" => "Editeur"
      "en" => "Publisher"
    ]
    "countries" => array:2 [
      "fr" => null
      "en" => null
    ]
    "abstract" => array:2 [
      "fr" => "L'article définit le Marketing direct comme une stratégie de personnalisation de l'offre appuyée sur une connaissance de la cible par l'utilisation d'une base de données. Puis, les principales caractéristiques des décisions tactiques et des décisions médias sont présentées."
      "en" => "This article defines Direct Marketing as a marketing strategy which relies on specific information managed in a database to build a specific offer for each customer. Then tactical and media decision's  main characteristics are presented."
    ]
    "authors_fields" => array:2 [
      "fr" => "Marketing"
      "en" => "Marketing"
    ]
    "indexedAt" => "2024-11-18T16:21:46.000Z"
    "docTitle" => "Marketing direct"
    "docSurtitle" => "Book chapters"
    "authorNames" => "<a href="/cv/desmet-pierre">DESMET Pierre</a>"
    "docDescription" => "<span class="document-property-authors">DESMET Pierre</span><br><span class="document-property-authors_fields">Marketing</span> | <span class="document-property-year">1999</span>"
    "keywordList" => ""
    "docPreview" => "<b>Marketing direct</b><br><span>1999-01 | Book chapters </span>"
    "docType" => "research"
    "publicationLink" => "<a href="#" target="_blank">Marketing direct</a>"
  ]
  +lang: "en"
  +"_type": "_doc"
  +"_score": 8.947243
  +"parent": null
}