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Nouvelle économie et principes d'organisation des marchés : Du marketing comme mode de conduite stratégique et projet collectif

Author

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  • Frédéric Jallat

    (ESCP-EAP - ESCP-EAP - Ecole Supérieure de Commerce de Paris)

Abstract

Dans le contexte de la " nouvelle économie ", la créativité et l'imagination managériales s'appliquent non seulement au niveau de la recomposition des filières et des métiers mais aussi au niveau de la nature même des prestations vendues et des solutions offertes, des codes véhiculés et des messages promus par les acteurs économiques. Ces approches traduisent l'aspect transversal et dynamique du marketing dans une optique d'orientation marché déjà connue par ailleurs mais devenue réellement indispensable et véritablement stratégique.

Suggested Citation

  • Frédéric Jallat, 2001. "Nouvelle économie et principes d'organisation des marchés : Du marketing comme mode de conduite stratégique et projet collectif," Post-Print halshs-02920176, HAL.
    • Handle: RePEc:hal:journl:halshs-02920176
    DOI: 10.7193/DM.023.43.52
    as

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