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Marques BtoB

Author

Listed:
  • Philippe Malaval

    (M&CN - Marketing & Communication Networks - M&CN - Marketing & Communication Networks - Toulouse Business School)

  • Christophe Benaroya

    (M&CN - Marketing & Communication Networks - Toulouse Business School)

Abstract

Plus de 10 ans après Stratégie et Gestion de la Marque Industrielle (Prix de la Marque, Prix de l'Académie des Sciences Commerciales en France et paru aux États-Unis), Marques B to B propose une nouvelle vision entièrement revisitée du management de la marque en B to B. Intégrant les dernières pratiques et les résultats des recherches les plus récentes, ce livre à visée opérationnelle définit de nouvelles voies stratégiques pour mener la politique de marque en B to B selon le destinataire final. * B to B : la cible visée est l'organisation cliente sans qu'il soit possible d'identifier spécifiquement des bénéficiaires individuels. * B to B to C : la marque s'adresse aux clients consommateurs des produits finis fabriqués par l'organisation cliente. * B to B to E : la marque se destine in fine aux employés de la structure cliente, privée ou publique. * B to A to U : la marque cible un usager d'une administration, et non pas un consommateur. Pour la première fois, une approche synthétique et clairement orientée B to B offre des perspectives utiles et opérationnelles pour gérer la marque fournisseur.

Suggested Citation

  • Philippe Malaval & Christophe Benaroya, 2010. "Marques BtoB," Post-Print halshs-00971801, HAL.
    • Handle: RePEc:hal:journl:halshs-00971801
    as

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