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La recherche marketing dans les entreprises suisses: Le cas des unites d'affaires


  • Denis, J.-E.
  • Zwick, J.-C.
  • Czellar, S.


Le present texte propose un inventaire general des pratiques de recherche marketing en Suisse en termes de type, de structure et d'objectifs. Sur la base d'une enquete portant sur 55 responsables marketing d'unites d'affaires ("business units") situees en Suisse romande et en Suisse alemanique dans trois secteurs industriels, les tendances suivantes se degagent. Les quatre cinquiemes des unites d'affaires interrogees ont recours a des etudes de marche. Ces entites consacrent en general plus de ressources a la recherche externe qu'a la recherche interne.

Suggested Citation

  • Denis, J.-E. & Zwick, J.-C. & Czellar, S., 1998. "La recherche marketing dans les entreprises suisses: Le cas des unites d'affaires," Papers 98.21, Ecole des Hautes Etudes Commerciales, Universite de Geneve-.
  • Handle: RePEc:fth:ehecge:98.21

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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


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