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An empirical study of 54 manufacturing SMEs allowed to describe their marketing information system (MkIS) practices, that is, in terms of data collection, analysis, and diffusion. Structural analysis of a causal model with the PLS technique also allowed us to identify certain determinants and effects of the MkIS, notably its influence on the SMEs' marketing decisions and performance.
Keywords: Systèmes d'information, Technologies de l'information, Marketing, Systèmes d'information marketing, Décisions marketing, Marketing mix Performance, PME manufacturières
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The aim of this research is to paint a picture of SME marketing research based on a bibliometric analysis of published works on SME marketing published between 1990 and 2022. The results obtained from the analysis of 493 articles from 172 English and French language journals, extend and qualify the conclusions of the literature review on this subject proposed by Bocconcelli et al. (2018). The univariate analysis of bibliometric indicators shows, firstly, a sharp acceleration in the number of publications from 2006 onwards, and the growing participation since 2016 of management/management and entrepreneurship/SME journals. Second, the cocitations analysis shows that the theoretical core of this abundant literature lies on four main conceptual perspectives: market orientation, entrepreneurial orientation, entrepreneurial marketing and marketing capabilities. Third, the bibliographic coupling analysis reveals the existence of four major research fronts respectively dedicated to (i) the enrichment of work on marketing orientations, (ii) the pursuit of efforts to legitimize the concept of Entrepreneurial marketing, (iii) the increasing adoption of the marketing capabilities-based perspective and finally (iv) the emergence of digital marketing as distinct research avenue.
Keywords: Marketing, PME, Marketing entrepreneurial, Revue de littérature, Analyse bibliométrique, Marketing, SME, Entrepreneurial marketing, Literature review, Bibliometric analysis, Marketing, PyME, Marketing empresa, Revisión de literatura, Análisis bibliométrico
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Developments such as the advent of the digital era, the emergence of the “third place”, and the increasing hybridisation of the funding of culture are only some of the changes affecting cultural organisations, and libraries in particular. These changes require a redefinition of the management model of these organisations, changes that draw upon the development of their own resources. They must also innovate in order to create a new model based on, amongst other things, the principles of cultural marketing, while preserving their original missions. This research focuses on the degree of integration of marketing in libraries and explores the realm of imagination associated with marketing. Beyond that, this research aims to describe the similarities and differences between two libraries, one in France and the other in Québec, providing a comparative analysis of the organisational modalities that are more “customer-centred”.
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Very small business managers are often reluctant to implement traditional marketing techniques and to hire marketing consulting services. This seems paradoxical when one considers how much these businesses have to gain by improving their ability to evaluate marketing opportunities, to understand customer expectations, to proficiently “speak the language of the costumer” in order to better adapt their offerings and increase their market share. This article explains an approach to understanding customer expectations, to build the most appropriate responses to their inputs and to achieve better performance in small businesses. The authors describe the “Customer Language Proficiency” method (CLP), which is based on their experiences with several small and medium-sized businesses.The literature review will highlight the expectations of small businesses concerning traditional marketing tools. The following session, an empirical study, will describe how the CLP method meets the expectations of small businesses in four key dimensions : accessibility, portability, simplicity and customer loyalty.In order to backup this claim, the authors draw qualitative insights from three case studies from their previous consulting experience in Corsica, as well as quantitative findings from a survey with managers who received CLP training in the recent past. These instruments have helped establish not only the degree of interest the method arouses among entrepreneurs, but also to what extent the tool was actually applied by them. We conclude that the CLP approach requires a very methodical implementation in four key stages ; furthermore, we have verified that there are real perceived benefits among its users.
Keywords: Démarche marketing, TPE, Segment client B to B, Relation client, Fidélisation
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Keywords: GESTION, HISTOIRE, MARKETING, MÉTHODE, RECHERCHE HISTORIQUE