Skip to Main content Skip to Navigation
Journal articles

N.I.P. (Nouveaux instruments promotionnels) et promotions des marques : vers une synergie nécessaire

Abstract : Until recently, in the realm of persuasive communication marketing managers have tended to separate the notion of promotional techniques from that of tools aimed at creating customer loyalty. However, the use of NPTs (lottery card, virtual tomobola, ....) developed by the big names in distribution in collaboration (more or less forced) with manufacturers, as well as the use of other promotional techniques specific to brands such as “quasi-advertising” promotions is not only a means of increasing sales in the short term and but also of creating customer loyalty and effectively raising the value of the brand capital of the manufacturers associated with the distributors. The use of NPT must therefore be well thought-out within the framework of the marketing strategy of the manufacturers and NPTs must be applied alongside their own promotions
Complete list of metadatas

Cited literature [9 references]  Display  Hide  Download

https://archivesic.ccsd.cnrs.fr/sic_00141943
Contributor : Franck Debos <>
Submitted on : Monday, April 16, 2007 - 11:18:31 PM
Last modification on : Tuesday, May 26, 2020 - 6:50:23 PM
Long-term archiving on: : Wednesday, April 7, 2010 - 3:20:28 AM

Identifiers

  • HAL Id : sic_00141943, version 1

Collections

Citation

Franck Debos. N.I.P. (Nouveaux instruments promotionnels) et promotions des marques : vers une synergie nécessaire. Marketing et Communication, 2006, Volume 1 (Numéro 1). ⟨sic_00141943⟩

Share

Metrics

Record views

787

Files downloads

2115