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Brand names --- Brands (Commerce) --- Handelsmerken --- Marques commerciales --- Marques de commerce --- Marques de marchandises --- Merchant marks --- Registration of trade-marks --- Trade names --- Trademarks --- Warenmerken --- Industrial marketing. --- Trademarks. --- Marketing industriel --- Industrial marketing --- Marketing --- Produits de marque --- Gestion --- Management --- Service industries --- Marques de commerce. --- Marketing industriel. --- Marketing. --- Gestion. --- Industrial marketing - Case studies

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Marketing industrielle --- Marque

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[5e éd.] Véritable livre de référence, Marketing Business to Business traite de manière exhaustive et opérationnelle tous les thèmes fondamentaux du marketing appliqué aux entreprises fournissant d'autres organisations privées ou publiques. Parmi ses points forts : les études (veille et détection d'affaires, segmentation) ; la stratégie (positionnement, plan marketing et matrices stratégiques) ; l’élaboration de l’offre (innovation produit/service, pricing, efficience commerciale), sa valorisation et sa diffusion (communication, lobbying, networking). Par ailleurs, le livre met l’accent sur le rôle fondamental du destinataire final. Outre l’organisation cliente, les auteurs soulignent trois types de cibles et donc de démarche marketing : les salariés de l’organisation cliente – B to B to Employee ; les clients de l’organisation cliente – B to B to Consumer ; les usagers de l’organisation cliente (services publics, administration…) – B to Administration to User. Actualisée et enrichie, la nouvelle édition fait le point sur les évolutions récentes de la discipline. Elle propose en particulier un chapitre inédit sur la stratégie d’e-communication. L’engouement pour le mobile nécessite en effet aujourd’hui la combinaison des cinq outils que sont le mobile, le web, l’e-mailing, les réseaux sociaux et les événements ciblés. Particulièrement pédagogique, ce livre est illustré de très nombreux exemples, tirés de secteurs et d’entreprises très variés (informatique, télécoms, bâtiment, aéronautique, restauration, automobile, conseil, etc.). Il offre également une sélection de visuels, des questions et des mini-cas, et constitue un manuel aussi efficace qu’attractif.

Industrial marketing --- Industrial marketing --- Marketing industriel --- Entrepreneuriat --- Commerce interentreprises --- Commerce interentreprises --- Marketing

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Advertising --- Communication in organizations --- Communication in marketing --- Publicité --- Communication dans les organisations --- Communication en marketing --- #KVHA:Zakelijke communicatie; Frans --- Publicité

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This book presents an overall picture of both B2B and B2C marketing strategies, concepts and tools, in the aeronautics sector. This is a significant update to an earlier book successfully published in the nineties which was released in Europe, China, and the USA. It addresses the most recent trends such as Social Marketing and the internet, Customer Orientation, Project Marketing and Con current Engineering, Coopetition, and Extended Enterprise. Aerospace Marketing Management is the first marketing handbook richly illustrated with executive and expert inputs as well as examples from parts suppliers, aircraft builders, airlines, helicopter manufacturers, aeronautics service providers, airports, defence and military companies, and industrial integrators (tier-1, tier-2). This book is designed as a ready reference for professionals and graduates from both Engineering and Business Schools.

Astronautics. --- Economics. --- Marketing. --- Consumer goods --- Domestic marketing --- Retail marketing --- Retail trade --- Economic theory --- Political economy --- Marketing --- Business. --- Transportation. --- Project management. --- Production management. --- Aerospace engineering. --- Business and Management. --- Aerospace Technology and Astronautics. --- Operations Management. --- Project Management. --- Industrial management --- Aftermarkets --- Selling --- Space sciences --- Aeronautics --- Astrodynamics --- Space flight --- Space vehicles --- Social sciences --- Economic man --- Industrial project management --- Management --- Manufacturing management --- Public transportation --- Transport --- Transportation --- Transportation, Primitive --- Transportation companies --- Transportation industry --- Locomotion --- Commerce --- Communication and traffic --- Storage and moving trade --- Aeronautical engineering --- Astronautics --- Engineering --- Economic aspects