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La conception à l’écoute du marché : un outil d’optimisation du cahier des charges en B to B

Author

Listed:
  • Agnès Walser-Luchesi

    (CESAG - Centre d'études des sciences appliquées à la gestion)

  • Laurence Calmelet

    (Grefige-Ceremo - Institut d'Administration des Entreprises (IAE) - Metz)

Abstract

L'orientation client, associée aujourd'hui à la mesure d'efficacité des processus dans le cadre de la norme de certification qualité iso 9001, oblige les entreprises à aborder la notion marketing d'écoute du client dans leur système qualité. Cet article présente une démarche originale d'écoute des clients partagée par l'ensemble du personnel, appelée la CEM, Conception à l'Écoute du Marché. Ses diverses phases sont illustrées par des exemples d'application en marketing industriel. Le dispositif participe à l'optimisation de la fonction marketing dans sa phase exploratoire de détection des besoins, et se situe en amont de toute démarche de recherche et développement dans l'élaboration d'un cahier des charges fonctionnel (CdCF).

Suggested Citation

  • Agnès Walser-Luchesi & Laurence Calmelet, 2007. "La conception à l’écoute du marché : un outil d’optimisation du cahier des charges en B to B," Post-Print halshs-02914782, HAL.
    • Handle: RePEc:hal:journl:halshs-02914782
    DOI: 10.7193/DM.047.47.59
    as

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