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La marque, levier d'action sur les marchés inter-entreprises

Author

Listed:
  • Serge Dimitriadis

    (IUT 2 - Institut universitaire de technologie 2 - UPMF - Université Pierre Mendès France - Grenoble 2)

  • Jean Bidault

    (École Supérieure de Commerce (ESC) - Grenoble)

Abstract

Alors que la gestion du "capital-marque" est devenue depuis quelques années une question de grande actualité à la fois pour les professionnels et les chercheurs en marketing, la problématique de la marque en milieu industriel reste un domaine très peu étudié. Cet article propose une base de réflexion et un cadre d'analyse à partir des résultats d'une étude exploratoire auprès de responsables de gestion de marque de grandes entreprises industrielles. L'étude a adressé la question du rôle de la marque dans la relation client-fournisseur et permis de tirer les implications de ce rôle pour la politique marketing de l'entreprise industrielle.

Suggested Citation

  • Serge Dimitriadis & Jean Bidault, 1996. "La marque, levier d'action sur les marchés inter-entreprises," Post-Print halshs-02926346, HAL.
    • Handle: RePEc:hal:journl:halshs-02926346
    DOI: 10.7193/DM.009.73.80
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