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Études Marketing appliquées: De la stratégie au mix: analyses et tests pour optimiser votre action marketing
Paperback
ISBN13: 9782100047666
Publisher: Dunod
Published: Feb 6 2008
Pages: 422
Weight: 1.28
Height: 0.86 Width: 6.02 Depth: 9.25
Language: French
Les ouvrages habituels sur les études de marché présentent des techniques de collectes de données, de façon analytique, (type Marketing research) ou de façon plus opérationnelle (ouvrage de Caumont). Ici il s'agit d'apporter des informations à forte valeur ajoutée , capables de réduire l'incertitude inhérente à toute décision marketing. Pour cela il faut tester les réactions du consommateur par rapport aux composantes du marketign-mix: test de concept, test sensoriel, test de marque, test de prix, test de communication, test de distribution. L'objectif de cet ouvrage, délibérément orienté vers la décision marketing, est de proposer au manager des solutions techniques adaptées à chaque type de problème marketing.
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