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Analyse de marché - De la définition au diagnostic

Author

Listed:
  • Véronique Boulocher-Passet

    (University of Brighton)

  • Sabine Ruaud

    (EDHEC - EDHEC Business School - UCL - Université catholique de Lille)

Abstract

Véritable clé de voûte du marketing, le marché est à la fois l'expression des besoins des consommateurs et des actions des entreprises. Mais comment analyser un marché, comment déceler ses opportunités et ses menaces ? Seule la parfaite connaissance de ces dernières permet d'élaborer des stratégies pertinentes et de mieux en définir la mise en oeuvre. Cet ouvrage vise à offrir au lecteur une vision claire et complète de la démarche d'analyse de marché ainsi que des apports solides et rigoureux pour mener à bien une analyse et en comprendre les enjeux. Cette conquième édition, outre de nombreux exemples atualisés et récents, présente cinq nouvellles études de cas réels.

Suggested Citation

  • Véronique Boulocher-Passet & Sabine Ruaud, 2017. "Analyse de marché - De la définition au diagnostic," Post-Print hal-03160332, HAL.
    • Handle: RePEc:hal:journl:hal-03160332
    as

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