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Le Marketing

Author

Listed:
  • Denis Darpy

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris sciences et lettres - CNRS - Centre National de la Recherche Scientifique)

Abstract

Le marketing recherche inlassablement de nouvelles opportunités de produits et de marchés en rassemblant les différentes facettes du management de l'entreprise. Cet ouvrage expose les notions fondamentales du marketing nécessaires pour construire un plan marketing : - la segmentation, le ciblage et le positionnement. - le couple produit/marché, la gestion des marques et la politique prix. - la communication, et la gestion des canaux de distribution. - les stratégies concurrentielles. Destinés aux étudiants en économie et gestion, l'ouvrage est illustré de nombreux exemples. Il intéressera également les professionnels recherchant un cadre pour la définition de leur stratégie marketing.

Suggested Citation

  • Denis Darpy, 2010. "Le Marketing," Post-Print halshs-00518440, HAL.
  • Handle: RePEc:hal:journl:halshs-00518440
    as

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