{"id":25200,"date":"2016-11-07T15:00:10","date_gmt":"2016-11-07T15:00:10","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=25200"},"modified":"2016-11-11T10:07:22","modified_gmt":"2016-11-11T10:07:22","slug":"100-pages-ca-suffit-preface-de-pierre-volle","status":"publish","type":"post","link":"http:\/\/consumerinsight.eu\/marketingisdead\/100-pages-ca-suffit-preface-de-pierre-volle\/","title":{"rendered":"100 pages, \u00e7a suffit\u00a0! Pr\u00e9face de Pierre Volle"},"content":{"rendered":"

Mon ami Pierre Volle<\/strong>, Professeur \u00e0 Paris-Dauphine et Pr\u00e9sident honoraire de l\u2019AFM, a eu la gentillesse de r\u00e9diger la pr\u00e9face de Marketing\u00a0: 100 pages, \u00e7a suffit\u00a0!<\/a><\/strong><\/em><\/p>\n

Pour un livre qui se donne comme projet de pr\u00e9senter l\u2019essentiel du marketing en 100 pages, rien de tel qu\u2019une pr\u00e9face\u2026 courte !<\/p>\n

\"pierre-volle\"<\/a>Oui, les ouvrages g\u00e9n\u00e9ralistes, qui d\u00e9passent bien souvent les 1 000 pages, sont utiles pour nos dizaines de milliers d\u2019\u00e9tudiants en management, dont certains sont amen\u00e9s \u00e0 se sp\u00e9cialiser en marketing-vente.<\/p>\n

Oui, les ouvrages sp\u00e9cialis\u00e9s \u2013 sur le marketing digital, les \u00e9tudes de march\u00e9, etc. – sont utiles pour les experts de tels ou tels domaines, tant le marketing s\u2019est sophistiqu\u00e9 depuis une vingtaine d\u2019ann\u00e9es.<\/p>\n

Oui, les recherches acad\u00e9miques \u2013 publi\u00e9es dans des journaux scientifiques et pr\u00e9sent\u00e9es lors de colloques \u2013 sont utiles, car il est indispensable de prendre du recul, d\u2019adopter un regard critique sur les pratiques du marketing, et de faire en sorte que nos \u00e9coles et nos universit\u00e9s participent \u00e0 cette \u00e9conomie de la connaissance, d\u00e9sormais mondiale.<\/p>\n

Oui, l\u2019ouvrage de Fran\u00e7ois Laurent est n\u00e9cessaire, notamment pour les managers et les entrepreneurs, dont l\u2019objectif principal n\u2019est pas de devenir des experts, mais de r\u00e9ussir leurs projets de cr\u00e9ation et de d\u00e9veloppement.<\/p>\n

Au c\u0153ur de cet ouvrage, on retient la passion pour le client.<\/p>\n

D\u00e8s les ann\u00e9es 1960, on peut parler d\u2019un \u00ab concept \u00bb marketing, une \u00ab philosophie \u00bb qui conduit \u00e0 mettre la satisfaction des clients au c\u0153ur des pr\u00e9occupations.<\/p>\n

Certes, on peut sourire \u00e0 l\u2019\u00e9vocation de cet \u00ab \u00e9tat d\u2019esprit \u00bb marketing, notion un peu vague. Mais au fond, qu\u2019est-il de plus important ?<\/p>\n

Depuis plus de vingt ans que j\u2019observe les pratiques des entreprises, j\u2019ai rencontr\u00e9 beaucoup de professionnels amoureux de leur produit et de leur technologie, des ing\u00e9nieurs, des cr\u00e9ateurs, des entrepreneurs et des managers en tous genres.<\/p>\n

Bien s\u00fbr, cet amour du produit est une condition n\u00e9cessaire du succ\u00e8s. Comment r\u00e9ussir sur des march\u00e9s tr\u00e8s concurrentiels sans une technologie qui permet de cr\u00e9er la diff\u00e9rence ?<\/p>\n

Mais aujourd\u2019hui, il faut redoubler d\u2019efforts pour mettre vraiment le client au centre des pr\u00e9occupations de l\u2019entreprise ; cr\u00e9er de la valeur pour les actionnaires, les employ\u00e9s\u2026 et les clients.<\/p>\n

Ce n\u2019est pas la technologie qui cr\u00e9e la valeur, mais les services que l\u2019on peut en retirer et les usages que l\u2019on peut en faire. Amoureux du produit, gardez un peu d\u2019amour pour vos clients !<\/p>\n

Le vingti\u00e8me si\u00e8cle sera une \u00e9conomie de la fonction, avant d\u2019\u00eatre une \u00e9conomie de la production ou de la consommation. Comment d\u00e9velopper ces services et ces usages \u00e0 partir de technologies et de produits ? C\u2019est le d\u00e9fi auquel nous convie ce petit ouvrage tr\u00e8s utile.<\/p>\n","protected":false},"excerpt":{"rendered":"

Mon ami Pierre Volle, Professeur \u00e0 Paris-Dauphine et Pr\u00e9sident honoraire de l\u2019AFM, a eu la gentillesse de r\u00e9diger la pr\u00e9face de Marketing\u00a0: 100 pages, \u00e7a suffit\u00a0! Pour un livre qui se donne comme projet de pr\u00e9senter l\u2019essentiel du marketing en 100 pages, rien de tel…<\/p>\n","protected":false},"author":2,"featured_media":25202,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[151],"tags":[196,161],"yoast_head":"\n100 pages, \u00e7a suffit\u00a0! 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Cooper en 1998, les Personas sont maintenant de plus en plus utilis\u00e9s dans les domaines du marketing et du\u2026","rel":"","context":"Dans "Livres"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/12\/Sophie-Callies.jpg?fit=653%2C435&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":24699,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/des-projets-pleins-la-tete\/","url_meta":{"origin":25200,"position":2},"title":"Des projets pleins la t\u00eate","date":"4 septembre 2015","format":false,"excerpt":"D\u00e9but 2015 a vu la sortie de deux ouvrages\u00a0: Rupture, vous avez disrupture ?, avec mes copains des Mardis du Luxembourg\u00a0; et D\u00e9velopper son activit\u00e9 gr\u00e2ce aux m\u00e9dias sociaux, cosign\u00e9 avec Alexandre Rispal.Pour la seconde partie de l\u2019ann\u00e9e, deux autres ouvrages collaboratifs en pr\u00e9paration\u00a0: tout d\u2019abord un recueil de nouvelles,\u2026","rel":"","context":"Dans "Actualit\u00e9"","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":25249,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/laurent-ponthou-100-pages-ca-suffit\/","url_meta":{"origin":25200,"position":3},"title":"Laurent Ponthou : 100 pages, \u00e7a suffit !","date":"29 novembre 2016","format":"gallery","excerpt":"Mon ami Laurent Ponthou, Directeur de la transformation \u00e0 la Direction Innovation, Marketing et Technologies d'Orange, exprime son avis d\u2019expert sur la probl\u00e9matique de l\u2019innovation\u00a0dans Marketing : 100 pages, \u00e7a suffit ! 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