January 2012
Intermediate to advanced
312 pages
7h 8m
French
Content preview from Le grand livre du marketing
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Chapitre I
MENER LA SEGMENTATION STRATÉGIQUE
• • •
« Face au monde qui change, il vaut mieux penser le changement
que changer le pansement. »
Francis Blanche
Ce chapitre aborde le sujet essentiel de la segmentation stratégique. En utilisant les documents publiés par McKinsey et le Boston Consulting Group, ainsi que diverses études, il met en évidence le phénomène de bipolarisation des marchés et identifie les positionnements qui en résultent.
• La bipolarisation des marchés
• Le positionnement et les modèles économiques associés
Les marchés, sauf dans leur vie initiale, ne sont pas homogènes. Et ce d’autant plus qu’ils sont matures. À l’origine d’un marché, en effet, l’offre est réduite. Mais lorsque le marché devient mature, il se complexifie ...
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I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.