January 2012
Intermediate to advanced
312 pages
7h 8m
French
Content preview from Le grand livre du marketing
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.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.I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.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.
Chapitre 1
AJUSTER LES RESSOURCES MARKETING
• • •
« Ne me dites pas que ce problème est difficile ; s’il n’était pas difficile,
ce ne serait pas un problème. »
Maréchal Foch
Ce chapitre ouvre la section consacrée au marketing opérationnel. Il vise à identifier les ressources marketing, que l’on appelle classiquement : « le marketing mix ».
• Les ressources marketing
• La segmentation marketing
• L’ajustement de l’offre
Une fois son positionnement déterminé, la firme va matérialiser son offre. Pour ce faire, elle va utiliser les connaissances et les informations sur les clients, le marché et la concurrence qu’elle a recensées et organisées. À partir de cette connaissance et de cette compréhension, elle va construire son offre en s’efforçant ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
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.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
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.