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Cycle de vie des produits: Les phases-clés d'une stratégie marketing efficace

Cycle de vie des produits: Les phases-clés d'une stratégie marketing efficace

          
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About the Book

Un guide pratique et accessible pour comprendre le concept de cycle de vie des produits Conceptualisé par l'économiste Raymond Vernon, le modèle de cycle de vie des produits comprend, à l'image d'une existence humaine, un développement en quatre phases majeures: le lancement/la naissance, la croissance, la maturité et le déclin. À la fois simple et universelle, la courbe de vie d'un produit permet dès lors aux entreprises de répartir stratégiquement leurs ressources et de travailler leur discours marketing en fonction des stades et de la réceptivité des clients. Ce livre vous aidera à - visualiser la courbe de vie d'un produit; - adapter votre stratégie marketing ainsi que votre discours commercial en fonction des phases que connaît le produit; - privilégier l'expérience client; - et bien plus encore ! Le mot de l'éditeur: Avec l'auteur, Layal Makki, nous avons cherché à présenter un concept majeur qui, par sa simplicité et son aspect universel, sous-tend de nombreuses réflexions marketing et stratégiques en entreprise. En visualisant davantage les phases de vie de leurs produits, les managers parviennent dès lors à mieux anticiper les déclins en proposant des stratégies de relance ou d'abandon au profit d'un nouveau produit. - Juliette Nève À PROPOS DE LA SÉRIE 50MINUTES Gestion & Marketing La série Gestion & Marketing de la collection 50MINUTES fournit des outils pour comprendre rapidement de nombreuses théories et les concepts qui façonnent le monde économique d'aujourd'hui. Nous avons conçu la collection en pensant aux nombreux professionnels obligés de se former en permanence en économie, en management, en stratégie ou en marketing. Nos auteurs combinent des éléments de théorie, des études de cas et de nombreux exemples pratiques pour permettre aux lecteurs de développer leurs compétences et leur expertise.


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Product Details
  • ISBN-13: 9782806262417
  • Publisher: 50minutes.Fr
  • Binding: Paperback
  • Language: French
  • Returnable: N
  • Sub Title: Les phases-clés d'une stratégie marketing efficace
  • Width: 129 mm
  • ISBN-10: 2806262410
  • Publisher Date: 14 Apr 2015
  • Height: 198 mm
  • No of Pages: 60
  • Spine Width: 3 mm
  • Weight: 68 gr


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