Bibliographie

Les études

Un ouvrage très complet sur les différentes possibilités de mieux comprendre les attentes des clients

par Malhotra/Narech, Jean-Marc Décaudin, Afifa Bouguerra et Denis Bories

Les Etudes Marketing

Les Etudes Marketing

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Le Marketing relationnel

Un ouvrage rapide à lire pour bien comprendre ce qu’est le marketing relationnel (de Pierre Alard et Pierre-Arnaud Guggemos)

CRM les clés de la réussite

CRM les clés de la réussite

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Autre ouvrage plus techniques mais très intéressant sur les bases de données et les segmentations (de René Lefebure et Gilles Venturi)

Gestion de la relation client

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Les incontournables du marketing

Le célèbre Mercator (de Jacques Lendrevie, Julien Lévy et Denis Lindon)

Mercator

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L’autre incontournable du Marketing (de Philip Kotler, Kevin Lane Keller, Delphine Manceau et Bernard Dubois)

Marketing Management

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Quelques ouvrages sur Internet

Les paradoxes de la relation client (de Eric Falque et Sarah-Jayne Williams)

Les paradoxes de la relation client

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Le e-marketing ( de Thomas Stenger et Stéphane Bourliataux-Lajoinie )

e-marketing

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La référence de EBG

Internet marketing

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et quelques ouvrages sur la qualité de service

Le célèbre « Service Gagnant » de Ralph Hababou que je vous conseille pour méditer sur la prise en compte des clients

Service gagnant

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Et en voici un que j’ai trouvé très intéressant ( Christopher Lovelock, JochenWirtz, Denis Lapert, Annie Munos)

Marketing des services

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Bonne lecture

 

et un bon classique sur les médias sociaux

livre médias sociaux

 

Pour aller plus loin par secteur d’activité

Un ouvrage très documenté sur l’assurance, si l’assurance est votre domaine d’intérêt, c’est l’ouvrage à ne pas manquer

Guide du marketing de l’assurance Christian Parmentier,  Alexandre Rispal (Préface de Bruno Rousset)

Livre Christian Parmentierr

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