{"id":24774,"date":"2015-06-10T12:47:47","date_gmt":"2015-06-10T12:47:47","guid":{"rendered":"http:\/\/marketingisdead.blogspirit.com\/archive\/2015\/06\/10\/les-petites-betises-de-catherine-heurtebise-3049495.html"},"modified":"2015-06-10T12:47:47","modified_gmt":"2015-06-10T12:47:47","slug":"les-petites-betises-de-catherine-heurtebise","status":"publish","type":"post","link":"http:\/\/consumerinsight.eu\/marketingisdead\/les-petites-betises-de-catherine-heurtebise\/","title":{"rendered":"Les petites b\u00eatises de Catherine Heurtebise"},"content":{"rendered":"

\"PetitesCatherine Heurtebise<\/strong>, journaliste sp\u00e9cialis\u00e9e en marketing et communication (Strat\u00e9gies, CB News, Marketing Magazine), vient de publier Les petites b\u00eatises du marketing<\/strong>.<\/span><\/p>\n

MarketingIsDead :<\/strong> En ces p\u00e9riodes de Marketing bashing, un livre sur les erreurs du marketing, ce n\u2019est pas un peu surfer sur la vague ?<\/em><\/span><\/p>\n

Catherine Heurtebise :<\/strong> Je pense que nous avons v\u00e9cu des p\u00e9riodes de marketing bashing plus virulentes ! De plus, comme le symbolise le titre \u00ab Les petites b\u00eatises du marketing \u00bb<\/em>, ce livre n’est en aucun cas dogmatique mais veut faire r\u00e9fl\u00e9chir en s’amusant. Et si l’on critique le marketing de fa\u00e7on globale, on cite rarement des exemples concrets de flops. Ce livre est le premier en France \u00e0 parler de \u00ab ratages \u00bb<\/em> qu’ils \u00e9manent de grandes entreprises de diff\u00e9rents secteurs, de PME, de m\u00e9dias, d’instances gouvernementales …<\/span><\/p>\n

MarketingIsDead :<\/strong> On y d\u00e9couvre avec une certaine d\u00e9lectation \u2013 enfin, j\u2019y d\u00e9couvre \u2026 \u2013 qu\u2019une entreprise comme Apple a aussi multipli\u00e9 les erreurs strat\u00e9giques \u2026<\/em><\/span><\/p>\n

Catherine Heurtebise :<\/strong>Tout le monde (ou presque) commet des erreurs strat\u00e9giques. Et si Steve Jobs n’avait pas \u00e9chou\u00e9 avec le Lisa, il n’aurait peut-\u00eatre pas connu un succ\u00e8s aussi rapide et mondial avec son Macintosh ! Et puis, les entreprises qui innovent beaucoup ont logiquement plus de chances de subir des \u00e9checs.<\/span><\/p>\n

MarketingIsDead :<\/strong> Nutella et sa d\u00e9sastreuse exp\u00e9rience de pots personnalisables souligne qu\u2019aujourd\u2019hui le consommateur ne laisse plus rien passer sur les m\u00e9dias sociaux \u2026<\/em><\/span><\/p>\n

Catherine Heurtebise :<\/strong>Absolument. Les internautes et les blogueurs sont devenus les b\u00eates noires des services marketing. Non seulement ils ne laissent passer aucune erreur quelle qu’elle soit (Nutella, Zara, 3Suisses…) mais ils donnent leur avis sur tout (logo Gap, Tommy Hilfiger…), allant parfois jusqu’au boycott (yaourts Vrai..). On est loin des \u00ab gentils \u00bb<\/em> courriers et coups de fils aux services consommateurs d’autrefois !<\/span><\/p>\n

MarketingIsDead :<\/em><\/strong> Enfin, bien des erreurs que l\u2019on attribue au marketing ne concernent-elles pas plus directement la direction g\u00e9n\u00e9rale des entreprises et son manque de vision strat\u00e9gique ?<\/em><\/span><\/p>\n

Catherine Heurtebise : <\/strong>Bien s\u00fbr. Le marketing \u00e9cope souvent d’erreurs dont il n’est pas le seul responsable. Jeff Bezos qui s’est fait plaisir en lan\u00e7ant \u00e0 perte le Fire Phone ; le baron Bich qui s’acharne \u00e0 relancer plusieurs fois ses parfums Bic vendus dans les bureaux de tabac alors que c’\u00e9tait d\u00e8s le d\u00e9but un flop ; Nestl\u00e9 qui veut \u00e0 tout prix r\u00e9ussir sur les alicaments avec Nesfluid … Les flops proviennent souvent de manque de vision strat\u00e9gique et, ce qui me surprend toujours, certaines entreprises sont amn\u00e9siques. Elles oublient les erreurs pass\u00e9es et n’en tirent aucune le\u00e7on !<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Catherine Heurtebise, journaliste sp\u00e9cialis\u00e9e en marketing et communication (Strat\u00e9gies, CB News, Marketing Magazine), vient de publier Les petites b\u00eatises du marketing. MarketingIsDead : En ces p\u00e9riodes de Marketing bashing, un livre sur les erreurs du marketing, ce n\u2019est pas un peu surfer sur la vague…<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[149],"tags":[],"yoast_head":"\nLes petites b\u00eatises de Catherine Heurtebise - Marketing is Dead<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/consumerinsight.eu\/marketingisdead\/les-petites-betises-de-catherine-heurtebise\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Les petites b\u00eatises de Catherine Heurtebise - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Catherine Heurtebise, journaliste sp\u00e9cialis\u00e9e en marketing et communication (Strat\u00e9gies, CB News, Marketing Magazine), vient de publier Les petites b\u00eatises du marketing. 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