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Application des stratégies de marketing interne et relationnel

Application des stratégies de marketing interne et relationnel


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About the Book

Dans le monde entier, les organisations s'efforcent d'établir et de conserver des avantages concurrentiels durables dans un environnement économique dynamique caractérisé par une rivalité intense et des demandes plus complexes de la part des clients. Les ressources humaines constituent l'un de ces avantages concurrentiels, car elles sont rares, coûteuses et difficiles à reproduire. Par conséquent, alors que les organisations s'efforcent d'obtenir des clients externes, elles doivent s'assurer que les clients internes (le personnel) apportent une contribution maximale. De mauvaises relations entre les employés peuvent nuire à l'excellence opérationnelle. Le marketing relationnel tente d'établir, de développer et de maintenir des liens d'échange fructueux avec les partenaires internes et externes de l'entreprise. Il signifie la transition des entreprises d'une orientation transactionnelle et offensive à une orientation relationnelle et défensive. Le marketing interne est un outil spécifique pour gérer la relation qui existe entre une organisation et ses employés. L'application de stratégies de marketing interne et relationnel au sein d'une organisation contribuera à la responsabilisation et à l'appropriation commune, ce qui conduira à l'excellence opérationnelle.


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Product Details
  • ISBN-13: 9786207625734
  • Publisher: KS Omniscriptum Publishing
  • Binding: BC
  • Language: fre
  • Returnable: N
  • Weight: 217 gr
  • ISBN-10: 6207625730
  • Publisher Date: 06 Jun 2024
  • Height: 229 mm
  • No of Pages: 140
  • Spine Width: 8 mm
  • Width: 152 mm


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