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Marketing de combat: La Force de Savoir, le Pouvoir d'Agir

Marketing de combat: La Force de Savoir, le Pouvoir d'Agir

          
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About the Book

Cet essai est la bible du Marketing de combat. C'est le seul ouvrage actuel et pratique sur une doctrine marketing qui, depuis 30 ans, a été appliquée, développée et a produit une modélisation et des technologies opérationnelles qui ont résisté au temps. Grâce aux exemples concrets, le lecteur pourra en comprendre les fondamentaux et apprécier la pertinence d'une démarche qui l'aide à décrypter le comportement des acheteurs et des leaders d'opinion et dévoile les ressorts cachés des manoeuvres de positionnement des grandes marques. Pourtant ce livre n'a pas pour ambition de clore les débats ouverts, dès le début des années 80, avec les professionnels du marketing et de la communication. En 2010, le Marketing de combat continue à engendrer des réflexions en chaîne où la nature de notre humanité pose question au même titre que la validité des sondages, l'obéissance à l'autorité, la gouvernance des entreprises ou l'intelligence économique... Aujourd'hui comme hier, cet ouvrage de référence se lit comme un roman, s'approfondit comme un essai, et se consulte comme un guide.


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Product Details
  • ISBN-13: 9782810619788
  • Publisher: Books on Demand
  • Publisher Imprint: Books on Demand
  • Height: 246 mm
  • No of Pages: 234
  • Series Title: French
  • Sub Title: La Force de Savoir, le Pouvoir d'Agir
  • Width: 189 mm
  • ISBN-10: 2810619786
  • Publisher Date: 10 Aug 2010
  • Binding: Paperback
  • Language: French
  • Returnable: N
  • Spine Width: 12 mm
  • Weight: 426 gr


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