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
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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
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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)
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Les incontournables du marketing
Le célèbre Mercator (de Jacques Lendrevie, Julien Lévy et Denis Lindon)
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L’autre incontournable du Marketing (de Philip Kotler, Kevin Lane Keller, Delphine Manceau et Bernard Dubois)
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Quelques ouvrages sur Internet
Les paradoxes de la relation client (de Eric Falque et Sarah-Jayne Williams)
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Le e-marketing ( de Thomas Stenger et Stéphane Bourliataux-Lajoinie )
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La référence de EBG
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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
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Et en voici un que j’ai trouvé très intéressant ( Christopher Lovelock, JochenWirtz, Denis Lapert, Annie Munos)
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Bonne lecture
et un bon classique sur les 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)
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