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Antimanuel de marketing

Author

Listed:
  • Gilles Marion

    (EM - EMLyon Business School)

  • Frank Azimont

    (EM - EMLyon Business School)

  • François Mayaux
  • Daniel Michel
  • Robert Revat

    (EM - EMLyon Business School)

Abstract

Cet antimanuel de marketing comporte des indications d'usage, c'est-à-dire : Comment appliquer le marketing ? Mais on ne peut passer sous silence ce que savent les praticiens et ce que pressentent les néophytes : le marketing est avant tout une pratique qui tient son efficacité et sa légitimité de son pragmatisme. Vous trouverez ainsi les précautions d'usage : Quelles sont les ambiguïtés du marketing ? * une synthèse mettant en évidence un ensemble de concepts et d'instruments, * une remise en cause de quelques " vaches sacrées " (la notion de besoin, l'orientation production, le marketing mix...). Ce livre résulte d'un travail collectif conduit au sein de l'EM Lyon par des professeurs, chercheurs et consultants.

Suggested Citation

  • Gilles Marion & Frank Azimont & François Mayaux & Daniel Michel & Robert Revat, 2005. "Antimanuel de marketing," Post-Print hal-02298055, HAL.
    • Handle: RePEc:hal:journl:hal-02298055
    as

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