Souvent ignore, rarement utilise, le marketing n'apparait pas pour les tres petites entreprises comme une necessite. Ce desinteret s'explique autant par des raisons internes et organisationnelles propres a ces entreprises que par une maniere specifique d'envisager les relations avec l'environnement. C'est precisement a partir des caracteristiques de cette relation que l'on peut saisir le particularisme de la TPE par rapport a la demarche commerciale en general et au marketing en particulier.
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Paper provided by Institut de Recherche en Gestion. Universite de Paris XII- in its series Papers with number
99.01.
Length: 17 pages Date of creation: 1999 Date of revision: Handle: RePEc:fth:inrege:99.01
Contact details of provider: Postal: France; Institut de Recherche en Gestion. Universite de Paris XII - Val deMarne. 3-5, Voie Felix Eboue - 94000 Creteil. France
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Find related papers by JEL classification: L11 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Production, Pricing, and Market Structure; Size Distribution of Firms M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
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