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Le marketing Business-to-Professional existe-t-il ?

Author

Listed:
  • Sébastien Soulez

    (Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar)

Abstract

Traditionnellement, le marketing distingue le marché des consommateurs particuliers du marché des entreprises. Cet article remet en question cette bipolarisation en introduisant un troisième acteur : le client professionnel. L'étude de la littérature et une analyse de contenu d'entretiens d'experts et de clients professionnels montrent les caractéristiques des clients professionnels : valorisation du relationnel, usage mixte, recours à l'information informelle et volonté de reconnaissance. Un client professionnel est finalement une entreprise sans centre d'achat, un entrepreneur solitaire centré sur son métier plus que sur des réalités gestionnaires. Un cadre théorique intégrateur est proposé, ainsi que des pistes afin d'aider les managers à établir une stratégie marketing efficace sur leur marché Business-to-Professional.

Suggested Citation

  • Sébastien Soulez, 2007. "Le marketing Business-to-Professional existe-t-il ?," Post-Print hal-01075277, HAL.
    • Handle: RePEc:hal:journl:hal-01075277
    as

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