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Tendances actuelles en marketing des services

Author

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  • George NICULESCU

    (Constantin Brancusi University, Faculty of Economics, Romania)

Abstract

Les activités de services sont difficiles à gérer dans le cadre du marketing-mix traditionnel car, contrairement aux biens tangibles produits la qualité des services est très dépendante de facteurs personnels. De même, la nature intangible des services n’est pas prise en compte dans la plupart des analyses du marketing-mix. Par exemple, la distribution physique ne coïncide pas avec la distribution d’éléments invisibles et la politique de communication de l’approche traditionnelle du marketingmix (4P’s) ne reconnaît pas la communication des services établie sur le lieu de rencontre entre le personnel de contact de la firme et les clients. Même si les opinions sont partagées et que le débat n’est pas clos, on peut considérer que des éléments supplémentaires s’imposent pour élaborer un marketing qui permette de satisfaire les attentes des parties contractantes de la façon la plus satisfaisante possible.

Suggested Citation

  • George NICULESCU, 2010. "Tendances actuelles en marketing des services," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 3, pages 111-118, November.
    • Handle: RePEc:cbu:jrnlec:y:2010:v:3:p:111-118
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