29ème Congrès de l'Association Française du Marketing, La Rochelle, 2013
Michaela Merk et Géraldine Michel
Conférence
In times, when retailers are looking for solutions to improve their performance, it is important to study the relationship that salespeople have established with the brands they sell in a multi-brand environment. Based upon “Consumer-Brand Relationship Theories” on one hand and upon a qualitative study among salespeople of two cosmetic retailers on the other, this […]