Do marketing expenditures to gain distribution cost the customer ? / REIBSTEIN, David | REIBSTEIN, David
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Do marketing expenditures to gain distribution cost the customer ? / REIBSTEIN, David

Journal Article

REIBSTEIN, David | FARRIS, Paul

Document de fond. Article concernant les effets sur le consommateur des dépenses de marketing dans le secteur de la distribution. Démonstration du fait que - contrairement aux idées courantes - le marketing, en accroissant la demande et les réseaux de distribution, en intensifiant la concurrence entre distributeurs, fait baisser leurs marges et les prix, et a un effet bénéfique pour les consommateurs. Données chiffrées. Tableaux explicatifs et comparatifs.

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