La lettre commerciale de vente par correspondance : Relation-Client et négociation des valeurs

• Main Author: Séverine Equoy Hutin
• Format: Article
• Language: fra
• Published: University of Tel-Aviv 2010-10-01
• Series: Argumentation et Analyse du Discours
• Subjects: argumentation; commercial letter; customer relationship management; negotiation of values
• Online Access: http://journals.openedition.org/aad/993

The commercial letter as a communication tool implies two objects the company has in view: to stimulate the customer to order goods and to establish a long-term relationship with him. In “relational marketing” the negotiation of values is a central issue. Actually, each of the particular commercial moves is embedded in a global strategy likely to foster customer loyalty. The goal consists in creating and maintaining with every customer a close and long-lasting relationship that goes without saying. My analysis is based on a corpus of documents the company La Redoute sent to a female customer from 2007 to 2009. I investigate the modalities the commercial letter uses to stage a negotiation of values likely to serve the transactional purpose underlying the commercial discourse.