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Les facteurs de réussite du marketing relationnel

Author

Listed:
  • Björn Ivens

    (Université Erlangen-Nürnberg)

  • Ulrike Mayrhoffer

    (CESAG - Centre d'études des sciences appliquées à la gestion - Université Robert Schuman - Strasbourg III)

Abstract

De nombreuses entreprises ont désormais recours aux outils du marketing relationnel pour nouer des rapports privilégiés avec leur clientèle. Dans un contexte de compétition croissante pour la ressource stratégique " client " , la simple utilisation des instruments et structures développés par le marketing relationnel est toutefois devenue insuffisante. Si l'entreprise veut établir des relations durables avec ses clients, elle doit adopter un marketing relationnel véritablement orienté vers le client et appliquer les principes d'une telle approche de manière systématique. L'article énonce huit principes sur lesquels doit reposer le marketing relationnel pour être véritablement efficace.

Suggested Citation

  • Björn Ivens & Ulrike Mayrhoffer, 2003. "Les facteurs de réussite du marketing relationnel," Post-Print halshs-02919680, HAL.
    • Handle: RePEc:hal:journl:halshs-02919680
    DOI: 10.7193/DM.031.39.47
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