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Original price was: $10.47.$4.99Current price is: $4.99.
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Cet ouvrage propose un traitement complet de la mise en oeuvre de la démarche marketing : du marketing stratégique et du marketing opérationnel. Le marketing stratégique porte sur la réflexion située en amont du processus de mise en marché et identifie les options et le positionnement. Le marketing opérationnel est chargé de la mise en ouvre des options stratégiques retenues en s’appuyant sur les 4P. Il est le complément indispensable de la réflexion stratégique. Cette 9e édition confirme son approche originale fondée sur le concept d’orientation-marché. Entièrement restructurée et mise à jour, elle vise à une simplification du propos et met particulièrement l’accent sur la dimension digitale et son impact sur le marketing.
Jean-Jacques Lambin est Professeur émérite à l'université catholique de Louvain, Belgique, et à l'université degli Studi di Milano Biocca, Italie. Chantal de Moerloose est chargée de cours à l'Université catholique de Louvain et à l'Université de Liège.
Amy Lupold Bair
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Malin Martnes
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David Cancel
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Dominic Harrington
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David Meerman Scott
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