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Cette recherche a pour but de mieux nous permettre d’explorer le contexte des pays en développement afin de percevoir comment le marketing pouvait intervenir dans un secteur non commercial pour contribuer au succès des projets. On a donc cherché à comprendre la place que le marketing occupe et comment cela se manifestait concrètement sur le terrain afin de pouvoir comprendre sa contribution. Il est ressorti que les bénéficiaires sont très souvent mis de côté dans le processus de mise en œuvre des projets et que ceux-ci n’étaient pas adaptés. La démarche proposée nous a permis de faire un état des lieux des projets de développement à travers une revue de la littérature. Cela nous a orienté sur les causes d’échec et de succès des projets …

For tiny companies, marketing though requisite is not a foregone conclusion. While in-house and organizational reasons can provide a partial explanation for this, the special relation between tiny companies and their environment deserve closer attention.Insight can be gained into the tiny approach to business in general and marketing in particular by a deeper understanding of this special relation.

Keywords: TPE, Marketing, Clientèle, Fidélisation, Commercialisation

The success of a Smaller Business Firm (SBF) rests essentially with its manager; for a manager, his ability to fit his strategy with the market's characteristics is fundamental. So the training of the manager is of prime importance. This article presents the results of an inquiry about 29SBF in early stage of development and points out the main management problems and the most important training needs their managers experienced. On the whole, it appears that the training needs are following the management problems, yet there is some lag. This lag is the time the manager needs to realize that a complete training is the only way to successfully manage an organisation getting more and more intricate as time is going on.

In response to the globalization of markets and the internationalization of capitalist firms, exports, franchises, joint ventures and direct investment are the main avenues for growth open to a cooperative that wants to expand its network beyond the national market. As internationalization is a strategic priority for cooperatives, setting up foreign franchises has become the main approach, and it is thus important to understand the organizational and environmental factors that determine the choice of this model for growth. To answer these questions, the author looks at the case of Yoplait. Owned by Sodiaal, the leading dairy cooperative group in France and one of the leaders in Europe, Yoplait is the world's number two brand of yogurt, the market leader in 16 countries (USA, Australia, etc.) and has a market presence in over 50 countries.

La problématique de recherche soulevée dans ce mémoire est de déterminer le processus décisionnel en stratégie de marketing des entrepreneurs dans les microentreprises. La revue de littérature a fait ressortir plusieurs variables dans le processus décisionnel en stratégie de marketing dans les PME et les grandes entreprises d'ici et les microentreprises dans les pays en voie de développement. Toutefois, peu de recherches ont été effectuées pour les ME dans les pays développés. Les principaux résultats sont que les petites entreprises consacrent peu de ressources au marketing en général, par contre les entrepreneurs sont souvent à l'écoute de leurs clients pour obtenir des informations nécessaires pour formuler leurs stratégies de marketing. Mais même si les entrepreneurs en général formulent des stratégies de marketing, ils ne rédigent …

The aim of this article is to establish a summary of research concerning integrated models of decision to export. The main elements of these models will be emphasised (the level of motivation : stimuli and exogenous variables; the level of decision-making : the awareness, the interest, the intention, the trial, the decision; the behavioural level: the managerial attitude), before identifying common and differing characteristics. Finally, the managerial implications which result from studies will be presented, concluding by recommanding research paths to be followed.

Abstract In this paper, we present a review of the research literature on consumer satisfaction. In the first section, I define satisfaction and review the existent confusion with several related constructs. In the second section, I present the determinants of satisfaction. In the third section, I examine the consequences of satisfaction and dissatisfaction. Finally, in section four, several future research avenues will be proposed.

In this article, book-cover design is studied in relation to translation and marketing. The discussion is centered on a case study of the Russian, British, American, Danish, and Norwegian editions of Victor Pelevin’s Generation “P” (Babylon in the U.K. and Homo Zapiens in the U.S.). The analysis of the book covers focuses on marketing strategy and argues that the cover of a translation affects how a novel is read and understood in the target culture.

Keywords: translation, book cover design, book marketing, traduction, conception de couvertures de livres, paratexts, commercialisation de livres