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La communication des PME : entre pluralité des services et stratégie marketing complexe

  • Anaïs Tsogbe-Simonet

    ()

    (IAE Grenoble - Institut d'Administration des Entreprises - Grenoble - Université Pierre-Mendès-France - Grenoble II)

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    Les petites et moyennes entreprises représentent, selon l'INSEE, près de 99% des entreprises françaises. Dans un marché concurrentiel où l'offre d'une entreprise se noie au milieu de centaines d'autres, la communication apparaît comme une solution de démarcation. Souvent faite au coup par coup par ces petites structures à cause, semble-t-il, d'un manque de moyen et de personnels dédiés, la communication reste un sujet très vague pour de nombreux décideurs. Ce problème est amplifié par le fait que ce type de structure possède bien souvent un portefeuille produits large avec des activités multiples. Cette dissertation permettra d'étudier les différentes possibilités qu'a une PME de services B to B aux activités diversifiées, pour construire une stratégie de communication efficace. Nous tenterons de fournir une réponse claire et originale aux questions des décideurs. En conclusion, une analyse des pratiques des PME et une proposition d'adaptation des théories de la communication aux PME seront proposées.

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    File URL: http://dumas.ccsd.cnrs.fr/docs/00/84/62/88/PDF/TSOGBE-SIMONET_Anais_MKG2COM-Alternance.pdf
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    Paper provided by HAL in its series Post-Print with number dumas-00846288.

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    Date of creation: 2013
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    Handle: RePEc:hal:journl:dumas-00846288
    Note: View the original document on HAL open archive server: http://dumas.ccsd.cnrs.fr/dumas-00846288
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