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Nouvelles organisations marketing européennes : le cas Procter & Gamble

Author

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  • Catherine Lewi

    (HEC Paris - Ecole des Hautes Etudes Commerciales)

Abstract

L'étude des causes et des conséquences des transformations organisationnelles chez Procter & Gamble France au cours des cinq dernières années est prise comme base pour analyser les fortes évolutions de l'organisation marketing des années 90. Trois mouvements principaux sont étudiés : la part croissante du "Trade Marketing", la mise en place du management par catégories et l'européanisation des structures. En conséquence, on semble s'orienter vers un marketing différencié où des équipes européennes axées sur la coordination et la stratégie coexistent avec des équipes locales, aux effectifs diminués, plus centrées sur l'exécution et les actions distribution-ventes

Suggested Citation

  • Catherine Lewi, 1995. "Nouvelles organisations marketing européennes : le cas Procter & Gamble," Post-Print halshs-02926639, HAL.
    • Handle: RePEc:hal:journl:halshs-02926639
    DOI: 10.7193/DM.004.79.87
    as

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