IDEAS home Printed from https://ideas.repec.org/p/hal/journl/halshs-02920100.html
   My bibliography  Save this paper

Une logique d'apprentissage pour de nouvelles stratégies de "corporate marketing"

Author

Listed:
  • Daniel Belet

    (Universite Montesquieu — Bordeaux IV)

Abstract

Cet article montre qu'on peut utiliser opportunément une démarche d'apprentissage dans le domaine du "corporate marketing". Après avoir défini un cadre conceptuel de l'environnement externe de l'entreprise fondé sur une logique d'apprentissage, il propose une nouvelle approche du "corporate marketing". Il souligne l'intérêt de passer de politiques de communication institutionnelle classiques à des stratégies d'apprentissage axées sur les acteurs cibles de l'environnement. Il en précise les principes opérationnels et illustre cette démarche par l'exemple d'un constructeur automobile.

Suggested Citation

  • Daniel Belet, 2001. "Une logique d'apprentissage pour de nouvelles stratégies de "corporate marketing"," Post-Print halshs-02920100, HAL.
    • Handle: RePEc:hal:journl:halshs-02920100
    DOI: 10.7193/DM.024.59.66
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:halshs-02920100. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.