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Gérer un portefeuille de marques

Author

Listed:
  • Jean-Jack Cegarra

    (UJM - Université Jean Monnet - Saint-Étienne)

Abstract

La gestion d'un portefeuille de marques nécessite une approche spécifique. Cet article propose un cadre d'analyse et d'aide à la décision, en préconisant une méthode d'investigation plutôt que des techniques et des outils. Dans une première partie, nous présentons l'analyse du portefeuille de marques. La seconde partie est consacrée à la prise de décision.

Suggested Citation

  • Jean-Jack Cegarra, 1994. "Gérer un portefeuille de marques," Post-Print halshs-02926679, HAL.
    • Handle: RePEc:hal:journl:halshs-02926679
    DOI: 10.7193/DM.003.81-91
    as

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