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Pour une clarification théorique du lien marketing-stratégie

Author

Listed:
  • J.-F. Trinquecoste

    (ESC Bordeaux)

Abstract

Cet article étudie les liens entre le marketing management et le management stratégique. Pour ce faire, il tente d'approfondir et de clarifier la contribution propre du marketing stratégique. Il distingue la stratégie marketing–élaborée dans le cadre du marketing management –, le marketing stratégique et le management stratégique. Loin de proposer une classification statique, l'analyse conduite est, au contraire, réalisée dans le souci d'améliorer la compréhension du lien marketing-stratégie à travers la distinction de l'avantage concurrentiel commercial et de l'avantage concurrentiel stratégique, et grâce à l'articulation nécessaire des orientations "marché" et "ressources et compétences". La position théorique retenue permet un certain nombre de précisions conceptuelles et terminologiques supplémentaires sur le sujet.

Suggested Citation

  • J.-F. Trinquecoste, 1999. "Pour une clarification théorique du lien marketing-stratégie," Post-Print hal-02018447, HAL.
    • Handle: RePEc:hal:journl:hal-02018447
    DOI: 10.1177/076737019901400104
    as

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