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La recherche marketing dans les entreprises suisses: Le cas des unites d'affaires


Author Info

  • Denis, J.-E.
  • Zwick, J.-C.
  • Czellar, S.
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    Le present texte propose un inventaire general des pratiques de recherche marketing en Suisse en termes de type, de structure et d'objectifs. Sur la base d'une enquete portant sur 55 responsables marketing d'unites d'affaires ("business units") situees en Suisse romande et en Suisse alemanique dans trois secteurs industriels, les tendances suivantes se degagent. Les quatre cinquiemes des unites d'affaires interrogees ont recours a des etudes de marche. Ces entites consacrent en general plus de ressources a la recherche externe qu'a la recherche interne.

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    Bibliographic Info

    Paper provided by Ecole des Hautes Etudes Commerciales, Universite de Geneve- in its series Papers with number 98.21.

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    Length: 19 pages
    Date of creation: 1998
    Date of revision:
    Handle: RePEc:fth:ehecge:98.21

    Contact details of provider:
    Postal: Suisse; Ecole des Hautes Etudes Commerciales, Universite de Geneve, faculte des SES. 102 Bb. Carl-Vogt CH - 1211 Geneve 4, Suisse
    Phone: (+ 41 22) 705-8263
    Fax: (+ 41 22) 705-8293
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    Keywords: MARKETING ; SUISSE;

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