July 2011
Intermediate to advanced
488 pages
15h 53m
French
Content preview from L'essentiel du marketing
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Chapitre 8
Stratégies concurrentielles
L’action marketing de l’entreprise s’inscrit dans un cadre plus large, fourni par la réflexion stratégique. Les stratégies de segmentation et de positionnement (chapitre 6) ainsi que les stratégies de marque et relationnelle (chapitre 7) mettaient l’accent sur la primauté de la connaissance du consommateur pour le choix d’une stratégie marketing. Dans ce chapitre, nous considérons qu’une stratégie gagnante repose sur la compréhension et l’anticipation des stratégies des concurrents. Les différentes approches visent à répondre à trois questions fondamentales :
quels sont nos concurrents les plus dangereux, ...
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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.