Gestion des achats : les meilleures pratiques de communication promotionnelle à l'intention des fournisseurs

During the two past decades there were many changes in the global scenario, high technologies were introduced, a higher competitive world made companies look for markets abroad, and ways of management had to adapt to this new way of making business.
Theses changes reached the purchasing activities that traditionally had an operational work, and nowadays are seen as strategic part of a company. With the new technology introduced in this actual scenario, the companies can communicate easier and faster with their suppliers, with this competitiveness world companies have to innovate, so purchases and suppliers have to become partners and have to communize objectives and strategies in order to reduce cost and to improve products qualities. One of the company's tools to promote this tight relationship with the suppliers, inducing them to look for a unique objective, is using promotional communication.
According to theories based on reverse marketing, this project presents the Promotion communication towards Suppliers, illustrated by different examples that show the best practices used nowadays in promotional communication from company to suppliers.
First we will explain reverse marketing and its objective in order to situate the position of PCTS in this practice. Then we will define Promotional communication towards Suppliers (PCTS), its objectives and actions. Then we will illustrate this actions matched with the objectives by updated examples. Finally we will present de PSA Peugeot Citroen strategy which will show the application of this tool.