From Manufacturers Merchandising to Distributors Merchandising, or the Collective Creation of a Market Management Device

This paper shows the genesis of a market management device–the merchandising–which aims to favour the encounter between offer and demand through the bias of a controlled arrangement of products in the selling place. The paper describes the raising conditions of this device, as well as the evolutions of links between distributors and manufacturers around the control of its set. The author finally shows the processes through which the merchandising has finally stabilised itself around a definition commonly agreed between the multiples market professionals, all looking for new prospects for their activities.

Barrey.S, Socio-Économie du Travail n°25 (Économies et Sociétés, tome XXXIX), avril 2005, p.625-648.

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