marketing<\/a> et de la communication, dont la propensit\u00e9 \u00e0 r\u00e9sister aux mod\u00e8les \u00e9tablis d’avance est bien connue.<\/p>\nS\u00e9bastien Heuclin, \u00e9l\u00e8ve d’ESC Toulouse nous propose de relever ce d\u00e9fi, en d\u00e9voilant dans un int\u00e9ressant document de recherche r\u00e9alis\u00e9 pour le compte de son \u00e9cole et au sein d’une branche de Thal\u00e8s.<\/p>\n
\u00ab\u00a0Ayant r\u00e9alis\u00e9 un audit de communication interne et externe, dans le cadre d\u2019une mission op\u00e9rationnelle pour THALES CRYOGENICS, une entreprise \u00e9voluant dans le domaine de la cryog\u00e9nie sur le mod\u00e8le d\u2019affaire B-To-B (Business To Business) et B-To-A (Business To Administration), j\u2019ai souhait\u00e9 au travers cet exercice d\u00e9velopper mon savoir et apporter ma contribution en isolant une m\u00e9thodologie pour r\u00e9aliser un audit marketing sp\u00e9cifique \u00e0 l\u2019univers B-To-B.
\nLa probl\u00e9matique discern\u00e9e au terme de cette r\u00e9flexion est la suivante : Quelles m\u00e9thodologies et r\u00e8gles suivre pour r\u00e9aliser un audit Marketing adapt\u00e9 aux mod\u00e8les d\u2019Affaires B-To-C et B-To-B ?<\/p>\n
J\u2019introduirai ma r\u00e9flexion en pr\u00e9sentant les fondements de l\u2019audit en mercatique. Dans une seconde partie, je m\u2019attacherai \u00e0 rassembler et synth\u00e9tiser les m\u00e9thodes mises en application dans le monde du Business-To-Customer (B-To-C) pour ensuite pr\u00e9senter les sp\u00e9cificit\u00e9s du milieu B-To-B. Je conclurai cet \u00e9crit en proposant une formule d\u2019audit adapt\u00e9e au monde des affaires d\u2019entreprise \u00e0 entreprise.\u00a0\u00bb<\/p>\n
\n","protected":false},"excerpt":{"rendered":"
R\u00e9aliser un audit marketing ? Enfin, vous n’y pensez pas ! R\u00e9aliser un audit financier, technique ou organisationnel est chose compr\u00e9hensible et somme toute relativement ais\u00e9e pour peu qu’on suive une m\u00e9thodologie s\u00e9rieuse. Comment r\u00e9aliser un audit marketing en B2C et en B2B La m\u00eame prestation en Marketing peut quant \u00e0 elle se r\u00e9v\u00e9ler beaucoup …<\/p>\n","protected":false},"author":2,"featured_media":33788,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4057],"tags":[],"class_list":["post-761","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-vente"],"yoast_head":"\n
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<\/a>