La transposition de l'art militaire en marketing (notice n° 1021211)
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| fixed length control field | 02207cam a2200265 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250125165405.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Baghdadi, Senda |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | La transposition de l'art militaire en marketing |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2008.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 83 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Notre objectif dans cet article est de faire le rapprochement entre l’art de la guerre et la pratique du marketing. P. Kotler et R. Singh (1981) affirment que « le marketing est simplement une forme civilisée de guerre dans laquelle la plupart des batailles sont gagnées par des mots, des idées et des pensées disciplinées ». Partant de cette affirmation, on se pose la question : comment et pourquoi l’approche militaire a-t-elle été adoptée en marketing ? |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Transposition of the Military art in Marketing Our objective in this article is to make the nearness with the art of war and the marketing practice. Kotler & Singh (1981) confirm that : « the marketing is simply a civilised way of war in which the majority of the battles is won by words, ideas and disciplined thoughts ». From this confirmation, we ask the question : how and why has the military approach been adopted in marketing ? |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | La transposición del arte Militar en Marketing Nuestro objetivo en este artículo es hacer la relación entre el arte de la guerra y la práctica de marketing. P. Kotler y R. Singh (1981) affirman que « el marketing es simplemente una forma civilizada de guerra en la cual la mayoría de las batallas se ganan por palabras, ideas y pensamientos disciplinados ». Partiendo de esta afirmación, se plantea la pregunta : cómo y porque el enfoque militar ha sido adoptado en marketing ? |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | marketing guerrier |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | stratégie concurrentielle |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | stratégie militaire |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | marketing warfare |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | competitive strategy |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | military strategy |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Zghal, Mustapha |
| Relator term | author |
| 786 0# - DATA SOURCE ENTRY | |
| Note | La Revue des Sciences de Gestion | 229 | 1 | 2008-02-01 | p. 11-19 | 1160-7742 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-des-sciences-de-gestion-2008-1-page-11?lang=fr&redirect-ssocas=7080">https://shs.cairn.info/revue-des-sciences-de-gestion-2008-1-page-11?lang=fr&redirect-ssocas=7080</a> |
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