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Quand Le Marketing Interne Devient Un Marketing De L'Interne(T)

Author

Listed:
  • Maria Mercanti-Guérin

    (UEVE - Université d'Évry-Val-d'Essonne)

Abstract

L'objectif de cette recherche est de comprendre quelle peut être l'influence des NTIC sur le marketing interne. Dans ce cadre, les portails de 16 entreprises ont servi d'objet d'étude. Le e-marketing interne émerge comme une force potentielle capable de créer dans les organisations une orientation client et une nouvelle productivité métier. Mais quels sont l'influence des sponsors dans le design de ces projets, les meilleures pratiques dans les implémentations choisies, les bénéfices du e-marketing interne ? Les concepts d'appropriation et de gouvernance des systèmes d'information sont discutés à la lumière des résultats obtenus

Suggested Citation

  • Maria Mercanti-Guérin, 2009. "Quand Le Marketing Interne Devient Un Marketing De L'Interne(T)," Post-Print hal-02056942, HAL.
    • Handle: RePEc:hal:journl:hal-02056942
    Note: View the original document on HAL open archive server: https://hal.science/hal-02056942
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    References listed on IDEAS

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    1. A. Seignour, 1998. "Le marketing interne : Un état de l'art," Post-Print hal-02017811, HAL.
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