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Vers un marketing relationnel et tribal : la transformation des opérateurs de télécommunications

Author

Listed:
  • Frédéric Jallat

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

  • Emmanuelle Le Nagard

    (ESSEC Business School)

  • Alexandre Steyer

    (HEC Paris - Ecole des Hautes Etudes Commerciales)

Abstract

Longtemps considérés comme des entreprises où la composante technologique était déterminante, les opérateurs de télécommunications découvrent aujourd'hui le rôle stratégique de la relation clientèle, face à un environnement en profonde mutation. Cet article se propose d'examiner en quoi les développements théoriques du marketing relationnel peuvent aider les opérateurs de réseau à devenir des entreprises de services.

Suggested Citation

  • Frédéric Jallat & Emmanuelle Le Nagard & Alexandre Steyer, 1997. "Vers un marketing relationnel et tribal : la transformation des opérateurs de télécommunications," Post-Print halshs-02926072, HAL.
    • Handle: RePEc:hal:journl:halshs-02926072
    DOI: 10.7193/DM.011.19.27
    as

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