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A propos du lien marketing-stratégie dans l'entreprise : un cas d'observation participante

Author

Listed:
  • Valentina Kirova

    (Groupe Sup de Co La Rochelle)

  • Jean-François Trinquecoste

    (IRGO - Institut de Recherche en Gestion des Organisations - Université Montesquieu - Bordeaux 4 - Institut d'Administration des Entreprises (IAE) - Bordeaux)

Abstract

Le lien entre le marketing et la stratégie générale de l'entreprise est un thème d'actualité d'un point de vue managérial, mais aussi d'un point de vue théorique. Le premier objectif de cet article est de proposer une nouvelle lecture des deux niveaux d'apports stratégiques du marketing : le marketing stratégique et la stratégie marketing. Une grille d'intégration pratique des deux concepts fondée sur sept critères discriminants est mise au jour à partir de l'analyse de la littérature. Parallèlement, l'étude de cas d'une entreprise du secteur des services financiers illustre l'influence effective de la fonction marketing au sein de la stratégie. La confrontation de la grille théorique établie avec les pratiques managériales permet d'apporter des éclairages complémentaires quant à la manière dont marketing stratégique et stratégie marketing s'intègrent dans l'organisation.

Suggested Citation

  • Valentina Kirova & Jean-François Trinquecoste, 2011. "A propos du lien marketing-stratégie dans l'entreprise : un cas d'observation participante," Post-Print hal-00828002, HAL.
    • Handle: RePEc:hal:journl:hal-00828002
    as

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