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Une méthode de mesure et de représentation de la concurrence entre les marques

Author

Listed:
  • Dwight Merunka

    (AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université)

  • P. Bourgeat

Abstract

Les analyses et les représentations de la position des marques sur le marché reposent le plus souvent sur des mesures de perceptions et de préférences. Nous proposons une méthode de représentation du marché basée sur la mesure du comportement d'achat effectif des consommateurs. La méthode fournit en particulier une carte de positionnement concurrentiel et une analyse détaillée des sources de la formation de la part de marché des marques.

Suggested Citation

  • Dwight Merunka & P. Bourgeat, 1988. "Une méthode de mesure et de représentation de la concurrence entre les marques," Post-Print hal-02011418, HAL.
    • Handle: RePEc:hal:journl:hal-02011418
    as

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