IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-05614861.html

Marketeurs, comment accroître la valeur perçue par le client ?

Author

Listed:
  • Rémi Mencarelli

    (Institut d'Administration des Entreprises (IAE) - Savoie Mont-Blanc)

  • Damien Chaney

    (Département de marketing [ESC Troyes] - Groupe ESC Troyes en Champagne, REGARDS - Recherches en Économie Gestion AgroRessources Durabilité Santé- EA 6292 - URCA - Université de Reims Champagne-Ardenne - MSH-URCA - Maison des Sciences Humaines de Champagne-Ardenne - URCA - Université de Reims Champagne-Ardenne, Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School)

  • Renaud Lunardo

    (Kedge BS - Kedge Business School)

Abstract

Créer de la valeur. Tel devrait être ce qui occupe une place centrale dans les activités du marketing, du moins si l'on en croit les définitions de la discipline données par l'Association Française du Marketing ou l'American Marketing Association. Le client effectuera de fait ses choix en fonction de la « valeur perçue » d'une offre, résultat d'un ratio entre les bénéfices associés à cette offre (ce qu'il obtient) et les sacrifices qu'il consent pour y accéder (prix ou effort par exemple). La valeur perçue est ainsi une mesure essentielle pour toutes les organisations qui souhaitent apprécier l'efficacité de leur politique marketing.

Suggested Citation

  • Rémi Mencarelli & Damien Chaney & Renaud Lunardo, 2024. "Marketeurs, comment accroître la valeur perçue par le client ?," Post-Print hal-05614861, HAL.
    • Handle: RePEc:hal:journl:hal-05614861
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-05614861. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.