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L'étude de cas en Marketing: une méthode d'analyse et de rédaction du rapport de cas

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  • Dwight Merunka

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

Abstract

L'utilisation des cas joue un rôle majeur dans la formation des futurs managers en Marketing. Le développement du volume des cas traités par la Centrale des Cas et la croissance du nombre d'ouvrages en contenant l'attestent de manière évidente. L'objectif de cet article est de proposer une méthode de travail et de rédaction du rapport d'analyse d'un cas de Marketing pouvant servir de guide aux participants à un programme de formation en Management.

Suggested Citation

  • Dwight Merunka, 1992. "L'étude de cas en Marketing: une méthode d'analyse et de rédaction du rapport de cas," Post-Print hal-02015056, HAL.
    • Handle: RePEc:hal:journl:hal-02015056
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