Fiche du document
2007
- handle: 10670/1.kpnyoc
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Mots-clés
marketing industriel sous-traitance compétence métier complexité réseau business to business marketing subcontracting ability experience complexity webSujets proches
Comercialización Mercadeo Mercadología Mercadotecnia Mercatique Stratégie commerciale Marchéage Action commercialeCiter ce document
Philippe Chassagne, « Un nouveau marketing du sous-traitant. Réflexions à partir d'un cas », Humanisme et Entreprise, ID : 10670/1.kpnyoc
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Résumé
For a long time business marketing ignored subcontractors. It seemed that their bargaining power could not be based on marketing mix. Now networking approaches permit to create new dynamics in favour of subcontractors. Becoming pro-active, their competitiveness is now based on new skills : putting together competences from which marketing emerges as the main element.