A. Jolibert - H. Mühlbacher - L. Flores - PL Dubois: Marketing Management: A Value-creation Process
Gerald Zaltman: How Customers Think: Essential Insights into the Mind of the Market (*****)
C. Locke: The Cluetrain Manifesto: The End of Business As Usual (*****)
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Point de vue Guillaume Weill, DG, de Crmmetrix.
Face à un consommateur plus expert, plus "acteur" de sa relation avec la marque, les entreprises doivent devenir plus réactives pour suivre au plus près les attentes de leurs consommateurs, plus particulièrement ceux à plus forte valeur ajoutée.
Article dans Marketing Magazine n°12
3 - Juin- Août 2008.
div class="tags">technorati tags: crmmetrix guillaume weill marketing magazine
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