Marketing stratégique et opérationnel (2100521373)

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Nouvelle philosophie de gestion qui se diffuse à tous les niveaux de l'entreprise, l'orientation-marché a remplacé la conception traditionnelle des 4P du marketing-mix (Product, Place, Price, Promotion).

Rendue nécessaire par l'évolution plus rapide des marchés, la seconde révolution Internet et l'émergence de nouvelles valeurs, cette démarche marketing, plus large, est un système d'analyse autant qu'un ensemble de pistes d'action concrètes.

Cet ouvrage, déjà traduit en huit langues, synthèse des fondements, des concepts et des méthodes et applications marketing, est organisé autour de quatre parties :

* Le nouveau rôle du marketing.

* La compréhension du comportement du client.

* L'élaboration de la stratégie marketing.

* La mise en oeuvre du marketing opérationnel.

Entièrement mise à jour, cette 7e édition intègre un chapitre sur le ciblage et le positionnement et développe les aspects marketing relationnel.

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