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COM.ONIXSUITE.9782874631191 03 01 Presses universitaires de Louvain 01 SKU 78207 02 2874631191 03 9782874631191 15 9782874631191 10 BC 01 GCOI 29303100647420 1 A01 Jean-Jacques Lambin Lambin, Jean-Jacques Jean-Jacques Lambin 1 01 fre 194 00 194 03 BUS043000 29 2012 3187 Marketing 24 INTERNET Gestion 24 INTERNET Marketing et ventes 93 KJS 01 06 01 <P>This volume, which takes the form of an essay, attempts to structure a forward- looking approach to the evolving role of marketing in today's economy. Many organisations today recognize the need to become more market responsive in view of the growing complexity of the global and interconnected market in which they operate. Internet technology is resulting in an increasingly globalised market, with easier access to information, new market players and new forms of partnerships. It is also changing consumer behaviour and reinforcing the power of the market over business. It is creating virtual markets where consumers can find customized solutions to their problems which cut across traditional market boundaries. In this new environment, traditional market participants have changing roles, new market actors are emerging and competition is intensifying. To be successful, being customer-oriented is not enough. Business leaders have to review their strategic options and stengthen the market orientation of their enterprises to cope effectively with today’s highly competitive, multi-stakeholder market. The objective of this book is to revisit the concept of traditional marketing management and to analyse changing market relationships among market players and their impact on the key decisions of strategic and operational marketing.</p> 03 <P>This volume, which takes the form of an essay, attempts to structure a forward- looking approach to the evolving role of marketing in today's economy. Many organisations today recognize the need to become more market responsive in view of the growing complexity of the global and interconnected market in which they operate. Internet technology is resulting in an increasingly globalised market, with easier access to information, new market players and new forms of partnerships. It is also changing consumer behaviour and reinforcing the power of the market over business. It is creating virtual markets where consumers can find customized solutions to their problems which cut across traditional market boundaries. In this new environment, traditional market participants have changing roles, new market actors are emerging and competition is intensifying. To be successful, being customer-oriented is not enough. Business leaders have to review their strategic options and stengthen the market orientation of their enterprises to cope effectively with today’s highly competitive, multi-stakeholder market. The objective of this book is to revisit the concept of traditional marketing management and to analyse changing market relationships among market players and their impact on the key decisions of strategic and operational marketing.</p> 02 This essay attempts to structure a forward-looking approach to the evolving role of marketing in today's economy. Many organisations today recognize the need to become more market responsive in the global and interconnected market in which they... 01 <P>This volume, which takes the form of an essay, attempts to structure a forward- looking approach to the evolving role of marketing in today's economy. Many organisations today recognize the need to become more market responsive in view of the growing complexity of the global and interconnected market in which they operate. Internet technology is resulting in an increasingly globalised market, with easier access to information, new market players and new forms of partnerships. It is also changing consumer behaviour and reinforcing the power of the market over business. It is creating virtual markets where consumers can find customized solutions to their problems which cut across traditional market boundaries. In this new environment, traditional market participants have changing roles, new market actors are emerging and competition is intensifying. To be successful, being customer-oriented is not enough. Business leaders have to review their strategic options and stengthen the market orientation of their enterprises to cope effectively with today’s highly competitive, multi-stakeholder market. The objective of this book is to revisit the concept of traditional marketing management and to analyse changing market relationships among market players and their impact on the key decisions of strategic and operational marketing.</p> 03 <P>This volume, which takes the form of an essay, attempts to structure a forward- looking approach to the evolving role of marketing in today's economy. Many organisations today recognize the need to become more market responsive in view of the growing complexity of the global and interconnected market in which they operate. Internet technology is resulting in an increasingly globalised market, with easier access to information, new market players and new forms of partnerships. It is also changing consumer behaviour and reinforcing the power of the market over business. It is creating virtual markets where consumers can find customized solutions to their problems which cut across traditional market boundaries. In this new environment, traditional market participants have changing roles, new market actors are emerging and competition is intensifying. To be successful, being customer-oriented is not enough. Business leaders have to review their strategic options and stengthen the market orientation of their enterprises to cope effectively with today’s highly competitive, multi-stakeholder market. The objective of this book is to revisit the concept of traditional marketing management and to analyse changing market relationships among market players and their impact on the key decisions of strategic and operational marketing.</p> 02 This essay attempts to structure a forward-looking approach to the evolving role of marketing in today's economy. Many organisations today recognize the need to become more market responsive in the global and interconnected market in which they operate. 08 <p>Trois questions au professeur Jean-Jacques Lambin</p> <p>— Qu'est-ce qui vous a décidé à écrire ce livre ?<br /> — Je donne un cours de marketing avancé à l'Université de Milan, et il y a plusieurs années que je constate une convergence forte de quatre facteurs, de nature à modifier non seulement les relations de marché ou les attitudes de consommation mais la façon même de faire du marketing. Premièrement, la globalisation nous met en face d'un marché vraiment mondial. Ensuite, l'apparition d'Internet augmente presque à l'infini la possibilité des échanges et leur rapidité. Le développement durable, quant à lui, introduit de nouvelles valeurs dans les processus du marché. Enfin, il existe une spécificité européenne rendant à la fois complexe et potentiellement très performant le marketing des échanges entre 27 États qui diffèrent parfois du tout au tout sur les plans économique et culturel. Tous ces facteurs se renforcent mutuellement. J'en pointais déjà l'un ou l'autre lors de l'édition d'un livre précédent, Le Marketing stratégique, en 1986. Aujourd'hui, un renouvellement théorique s'imposait pour faire répondre la discipline à la réalité économique.<br /> — Qu'est-ce qui change dans cette discipline ?<br /> — Le marketing traditionnel, tel qu'il est enseigné et pratiqué depuis une soixantaine d'années selon un modèle américain, a eu ses mérites, bien sûr, mais les choses ont évolué. Le marché est moins homogène, plus complexe, plus rapide aussi: les évolutions positives... ou négatives ! sont parfois foudroyantes. Avant, la fameuse règle des quatre P – prix, produit, place, promotion – permettait de faire du marketing de manière relativement stable, en adaptant l'offre à une demande qu'on manipulait plus ou moins pour qu'elle s'adapte à l'offre aussi. Or, les quatre facteurs dont je parle révolutionnent les relations entre les acteurs. Il faut donc offrir une vision renouvelée du marketing stratégique.<br /> — On a l'impression que le consommateur prend le pouvoir...<br /> — Ce n'est pas faux. Il est plus éduqué, plus concerné, et plus à même d'agir directement sur l'image d'une entreprise ou sur le produit lui-même. Cette conjonction de savoir, de pouvoir et de motivation en font un acteur bien plus redoutable que par le passé, où il était, globalement,, plutôt manipulé par le marketing. Son pouvoir de sanction, en bien comme en mal, est fortement démultiplié par Internet. Et, seul ou en groupe, il développe un véritable contre-pouvoir, qui inclut une dimension éthique ou même politique. Certaines entreprises, qui ont senti le vent tourner, en sont venues à développer systématiquement leurs produits avec des panels de consommateurs, et se tiennent soigneusement au courant en temps réel de ce qui se dit à leur sujet sur le Net. En fait, le consommateur d'aujourd'hui est un peu comme un électeur en période électorale permanente : il "vote" pour un produit, ou même pour une entreprise. Nous sommes à l'ère de la consommation politique, ou "politiquement correcte". Dans ce cadre, les 4P sont une vision myope de l'entreprise et du marché. Je termine d'ailleurs mon livre par une espèce de retournement de chacun des concepts de la règle pour l'adapter à cette nouvelle réalité.</p> <p>Propos recueillis par Bérengère Deprez</p> <p>Jean-Jacques Lambin est professeur émérite de l'Université catholique de Louvain et professeur ordinaire à l'Université de Milan-Bicocca. Son dernier livre, Market-Driven Mangement: Strategic and Operational Marketing (Palgrave Macmillan, 2007) a été traduit en cinq langues.<br /> </p> 20080812 43 Ouvrages isolés, actes de colloques, monographies, etc. 44 <p> Ouvrages isolés, actes de colloques, monographies, etc.</p> 99 BE 07 03 01 https://pul.uclouvain.be/resources/titles/29303100647420/images/7edcfb2d8f6a659ef4cd1e6c9b6d7079/THUMBNAIL/9782874631191.jpg 20160216 02 https://pul.uclouvain.be/book/?GCOI=29303100647420 06 3052405007518 Presses universitaires de Louvain 01 06 3052405007518 Presses universitaires de Louvain Louvain-la-Neuve BE 04 20080101 2008 01 WORLD 01 9.45 in 02 6.30 in 03 1.11 in 08 11.35 oz 01 24 cm 02 16 cm 03 1.11 cm 08 322 gr 06 3012405004818 CIACO - DUC 03 WORLD 01 2 20 1 02 00 02 02 STD 02 21.00 EUR BE R 6.00 19.81 1.19 06 3019000200508 Librairie Wallonie-Bruxelles 33 www.librairiewb.com/ http://www.librairiewb.com/ 02 FR 01 2 20 1 04 00 02 02 STD 02 21.00 EUR R 5.50 19.91 1.09