Communication de conférence

Wholesaling: Exploiting activities ties and resources bonds with producers and customers

in EMAC 40th Conference, Ljubljana, Slovenia, 24-27 May 2011

Pardo, Catherine (19..-....)

EMAC, European Marketing Academy 2011

Wholesaling is an important part of the economic activity. However it is still neglected as an academic topic. This work takes place within the framework of a research project carried out with the French General Confederation of Wholesale Trade. This work attempts to show how wholesalers are reorienting their actions toward their customers and producers. The Actors, Resources and Activities (ARA) model (as developed by the IMP Group) serves as a good theoretical framework to describe these ... actions.

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