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Du Marketing-Mix Au Cybermarketing-Mix

Du Marketing-Mix Au Cybermarketing-Mix

          
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About the Book

Internet inaugure une nouvelle ère pour le marketing: celle du marketing interactif. Les recherches concernant l'impact d'Internet sur la conception stratégique du marketing et sa mise en oeuvre suscitent plus que jamais l'intérèt des uns et la curiosité des autres. Dans cette perspective, nous avons commencé par une revue de la littérature pour illustrer les concepts théoriques. Ensuite, à travers une enquète par questionnaire touchant 32 entreprises, nous avons enchaîné avec une partie empirique afin d'évaluer dans quelle mesure Internet a-t-il redéfini la conception classique du marketing et comment on assiste à une transition du marketing-mix classique au cybermarketing-mix. Cette étude peut intéresser les managers, les spécialistes du marketing sur Internet ainsi que les chercheurs qui veulent explorer le sujet de l'implication d'Internet dans la fonction marketing.


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Product Details
  • ISBN-13: 9783838180762
  • Publisher: Univ Europeenne
  • Binding: Paperback
  • Language: French
  • Returnable: N
  • Spine Width: 8 mm
  • Width: 152 mm
  • ISBN-10: 3838180763
  • Publisher Date: 28 Feb 2018
  • Height: 229 mm
  • No of Pages: 128
  • Series Title: Omn.Univ.Europ.
  • Weight: 199 gr


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