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Cas en marketing

Author

Listed:
  • Sylvie Hertrich

    (Humanis - Hommes et management en société / Humans and management in society - UNISTRA - Université de Strasbourg - EM Strasbourg - École de Management de Strasbourg = EM Strasbourg Business School)

  • Ulrike Mayrhofer

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

Abstract

Cet ouvrage collectif comporte 12 études de cas qui couvrent les principaux domaines du marketing : analyse et stratégie marketing, comportement du consommateur, gestion de marques, politiques de produit, de prix, de distribution et de communication, marketing culturel, marketing digital, marketing du sport, marketing du tourisme. Les cas présentés s'appuient sur des situations réelles d'entreprises, ancrées dans l'actualité des affaires : Abysse Corp, Costco, Futuroscope, Groupe SEB, Le Louvre, Levi Strauss, Media Markt, Miliboo, Union Cycliste Internationale, Val Thorens, Vestiaire Collective. Ecrit par des enseignants-chercheurs et des praticiens du marketing, cet ouvrage fait preuve d'un souci pédagogique particulier. Chaque cas est composé : - d'un énoncé suivi de plusieurs questions, - d'une fiche synthétique rappelant les principaux concepts mobilisés, - d'un corrigé avec des explications détaillées. L'ouvrage s'adresse principalement aux étudiants des écoles de commerce et des universités (BTS, IUT, licence, master), aux cadres et dirigeants d'entreprise ainsi qu'aux personnes qui préparent des concours comportant une épreuve de marketing.

Suggested Citation

  • Sylvie Hertrich & Ulrike Mayrhofer, 2017. "Cas en marketing," Post-Print hal-01628826, HAL.
    • Handle: RePEc:hal:journl:hal-01628826
    as

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