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Since the mid 90s, the increasing importance of marketing has been observed in the big companies of the retail sector. This evolution is an answer to some changes in the sector competition which prompt the retail companies to become «customer-oriented». Thanks to a documented analysis and some...
Persistent link: https://www.econbiz.de/10011072267
This research aims at shedding some light on the ways in which French retailers have built their marketing capabilities between 1990 and 2010. The research identifies various factors essentially related to changes in the growth regime that may explain why these retailers have engaged...
Persistent link: https://www.econbiz.de/10010706835
From the 90’s onwards, retailers’ marketing resources have been mainly developed through the recruitment of qualified managers and the establishment of partnerships with service providers and suppliers. However, our research shows that overall marketing competency relies less on the...
Persistent link: https://www.econbiz.de/10010707563
Pendant les années 1990-2010, la mobilisation par les distributeurs des ressources attachées à la compétence marketing s'est principalement opérée par le recrutement de personnels qualifiés et la mise en place de partenariats. Cependant, notre étude montre que le cœur de la compétence...
Persistent link: https://www.econbiz.de/10009368008
Pendant les années 1990-2010, la mobilisation par les distributeurs des ressources attachées à la compétence marketing s’est principalement opérée par le recrutement de personnels qualifiés et la mise en place de partenariats. Cependant, notre étude montre que le cœur de la...
Persistent link: https://www.econbiz.de/10009365589
In the early 1980’s, Bernard Lassudrie-Duchêne was one of the first authors to analyse theorically and empirically the international production process decomposition (or fragmentation). This phenomenon, which explains a large part of the intermediate goods international trade, has become one...
Persistent link: https://www.econbiz.de/10011072994
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Véritable best-seller dans sa version originale, ce livre est un guide complet sur le marketing digital. Fondé sur les dernières recherches académiques et les meilleures pratiques professionnelles, il permet d'appréhender et d'exploiter les opportunités offertes par le marketing digital...
Persistent link: https://www.econbiz.de/10011096666
Marketing has been given a strong interface and connection role within the literature, creating the assumption of a naturally “open” marketing. However, specifically, the opening of the marketing organization is not so obvious. In a theoretical paper, Day (2011) introduces the Open Marketing...
Persistent link: https://www.econbiz.de/10011105186
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