January 2012
Intermediate to advanced
312 pages
7h 8m
French
Content preview from Le grand livre du marketing
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Chapitre 2
MODÉLISER LE POSITIONNEMENT STRATÉGIQUE
• • •
« Si vous ne savez où aller, n’importequel chemin peut vous y conduire »
Talmud
Ce chapitre décrit les modèles économiques qui sous-tendent le positionnement.
• Le positionnement de différenciation
– Le produit service comme source de différenciation
– La distribution comme source de différenciation
– La marque comme source de différenciation
– Le client comme source de différenciation
– La construction du modèle économique
• Le positionnement de compétitivité
– L’équation de la réussite
– Le rôle de la perception
La bipolarisation des marchés a des implications importantes pour les entreprises, à la fois par les opportunités de croissance qu’elle génère et par les différences de rentabilité ...
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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.