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Les études comme facteur de cohérence dans l'entreprise - Dossier et entretien

Author

Listed:
  • Pierre Gomy

    (DMSP - Dauphine marketing, stratégie, prospective - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres)

  • Emmanuel Josserand

    (DMSP - Dauphine marketing, stratégie, prospective - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres)

Abstract

Certaines entreprises sont confrontées à un problème de perte d'identité. Les Départements d'Etudes, notamment par l'intégration d'outils informatiques, peuvent les aider à retrouver la voie de la cohérence. Dans cette perspective, les grandes missions d'un Département d'Etudes doivent être repensées. Myriam Klaperman, Directeur de la Recherche Commerciale et des Prévisions à la SEITA, Andrew Davison, Group Market Research Manager pour Benckiser, Jean-Louis Laborie, Président de TMP Research et Françoise Bonnal, Directeur Général adjoint de DDB Advertising et Directeur Général de DDB Brand & Business répondent aux questions de Décisions Marketing.

Suggested Citation

  • Pierre Gomy & Emmanuel Josserand, 1994. "Les études comme facteur de cohérence dans l'entreprise - Dossier et entretien," Post-Print halshs-02926681, HAL.
    • Handle: RePEc:hal:journl:halshs-02926681
    DOI: 10.7193/DM.003.93-99
    as

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