July 2011
Intermediate to advanced
488 pages
15h 53m
French
Content preview from L'essentiel du marketing
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Chapitre 6
Stratégies de segmentation et de positionnement
La stratégie de segmentation et son corollaire, la stratégie de positionnement, se situent au cœur des préoccupations marketing de l’entreprise. Après avoir défini les principaux concepts (segment, cible, image et positionnement), ce chapitre déroule, pas à pas, les six principales étapes d’une stratégie de segmentation. Nous terminerons par les points clés de la mise en œuvre d’une stratégie de positionnement.
Au terme de ce chapitre, vous saurez :
comment segmenter efficacement un marché ;
choisir une cible adéquate ;
positionner efficacement un produit ou une marque ;
construire ...
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