For the twentieth anniversary of Décisions Marketing, seven editors-in-chief of the journal, from the origin to … nowadays, are sharing their vision of the future of marketing decision-making. Their analysis highlights the difficulty of …

Since the mid 90s, the increasing importance of marketing has been observed in the big companies of the retail sector … exploitation of the marketing function and its implementation: the marketing function is not only a subject for the marketing …

champ en plein développement où se combinent technologies de l'information, marketing et stratégie en vue d'accroître la … relationnelle ? Le choix est large: marketing direct, site Web, centre d'appels, programme de fidélisation, systèmes d …'information et solutions informatiques (automatisation de la force de vente - SFA - ou marketing automatisé - EMA), sont autant de …

Présentation des techniques marketing utilisées pour mieux identifier, cibler et fidéliser ses clients, et les outils … disponibles sur le marché : outils de datawarehouse et de datamining, de gestion des campagnes marketing. Cette nouvelle édition …

allocation choices onto the collective agenda of marketing academics. …

From the 90’s onwards, retailers’ marketing resources have been mainly developed through the recruitment of qualified … marketing competency relies less on the resources than on the dynamic capabilities that retailers can create. The process is …, notably through to the management of product categories. However, a stronger development of marketing competencies by …

afin de prendre les meilleures décisions marketing. Analyse des décisions concrètes prises par les services marketing pour …