Fiche du document
3 avril 2013
- handle: 10670/1.gvafnb
- isbn: 9782874631191
- eisbn: 9782875581839
https://www.openedition.org/12554 , info:eu-repo/semantics/openAccess
Mots-clés
Internet marché marketing globalisation économique économie de marché trade economics globalisation Internet marketing Business, Finance BUS090010 KJESujets proches
Retail marketing Consumer goods--Marketing Retail trade--Marketing Domestic marketingCiter ce document
Jean-Jacques Lambin, « Conclusion. Upgrading the marketing function », Presses universitaires de Louvain, ID : 10670/1.gvafnb
Métriques
Partage / Export
Résumé
More countries, more customer segments, more distribution channels, more direct and substitute competitors, new market actors, new communication technologies, new virtual market places, fast changing technologies, new media controlled by consumers, new civil society stakeholders, … The growing complexity of the global market has numerous causes. To cope with this increased complexity, the firm has to redefine the way the marketing function operates by broadening and upgrading its role, by cha...