July 2011
Intermediate to advanced
488 pages
15h 53m
French
Content preview from L'essentiel du marketing
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Conclusion
Le marketing est une discipline des sciences de gestion dont l’étude comporte de nombreux écueils. Pour notre part, nous avons surtout essayé d’éviter dans cet ouvrage deux types de risques. Le premier résulte d’une approche exclusivement fondée sur le « bon sens », où l’intuition et l’expérience sont les justifications majeures des analyses et des choix marketing proposés. Dans ce cas, il devient rapidement difficile pour le lecteur de trancher entre ces différentes opinions. Le second risque réside dans une présentation exhaustive de techniques sophistiquées dont la superposition finit par nuire à la prise de décision : le lecteur ne discerne plus très clairement la finalité du marketing.
Le principal mérite du marketing est, à ...
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