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Le grand livre du marketing by Jean-Marie Ducreux

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INDEX DES MOTS CLÉS

• • •

B

B2B, 25, 89, 193, 195, 204

B2C, 25, 26, 89, 143, 193, 204, 206

banalisation, 88, 174

base line, 102

bipolarisation, 81, 84, 85, 266

bipolarisation des marchés, 71

C

canaux de distribution, 238

category management, 198

client, 13, 93

communication, 211, 276

compétitivité, 88, 96, 103, 129, 174, 211

comportement, 9, 60

contact multicanal, 206

cristallisation du positionnement, 101

cycle de vie, 37, 110

D

débanalisation, 122

Delphi, 155

demande dérivée, 27

dématérialisation, 19

démonétisation, 21

dépositionnement, 111

désintermédiation, 20

différenciation, 81, 87, 88, 94, 95, 104, 130, 153, 174, 177, 178, 211, 236

distribution, 10, 17, 91, 128, 191, 196, 275

E

environnement de l'entreprise, 35

environnement économique, ...

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