January 2012
Intermediate to advanced
312 pages
7h 8m
French
Content preview from Le grand livre du marketing
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Chapitre 3
GÉRER ACTIVEMENT LES PRIX
• • •
« Au royaume des prix, les myopes ne sont pas rois. »
BCG dans sa Perspective n° 212
Ce chapitre consacré au prix est en décalage par rapport aux propos tenus habituellement dans les ouvrages de marketing. En effet, il s’appuie sur beaucoup d’exemples réels publiés par McKinsey ou BCG ; force est de constater que, dans ce domaine, la réalité est bien loin de la théorie.
• L’approche stratégique des prix
– Comportement des prix pendant les phases de croissance
– Comportement des prix pendant les phases de maturité
- Le positionnement de compétitivité et la politique de prix
- Le positionnement de différenciation et la politique de prix
• L’approche opérationnelle des prix
– La complexité des ristournes ...
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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.
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.