Abstract
With analyse-experts, EFE is not only selling a product on the Internet, it is also selling a new concept of using e-books rather than printed books. The distinction may not have been understood. That is why we decided to have three different objectives.
First of all, we have to understand why the previous marketing strategies did not work. Our hypothesis is that the product is very innovative and thus not very easy to get familiar with (especially for the targeted customers who are not often very familiar with the use of internet). That is why any usual marketing strategy is likely to fail. We want to understand on which points the undertaken measures failed in order to try to build a new one. Then we want to get as much information as possible on the relations between the potential customers and their professional purchases on the internet. Very often the experts that EFE targets, buy their books in bookshops or even go to public libraries. Buying on internet is something which they are not used to and that is why we need to know how we could bring them to loose this habit (change the site frame; change the means of paying…
