Goudey, Alain; Henriquez, Tatiana - Université Paris-Dauphine (Paris IX) - 2010
2009 has been the year of many changes in the promotional practice in France. Retailers as well as Industrials have to face the crisis, the application of a new law – called LME (Economy Modernisation Law) and the hard – discounters in the mean time and in a feroce price war. Within this...