Analyse de marché: de la définition au diagnostic

Research output: Book/ReportBook - authored


As the keystone of marketing, the market is both the expression of the needs of consumers and the actions of companies. But, how to analyze a market, how to detect its opportunities and threats? Only the perfect knowledge of the latter makes it possible to develop relevant strategies and better define their implementation. Designed from a managerial perspective, this book aims to provide the reader with a clear vision of the marketing analyst's approach as well as solid and rigorous achievements to carry out a market analysis and understand the issues. This book, supported by a large number of examples, proposes a constructed, pedagogical and comprehensive analysis approach. The new edition, in addition to numerous updated and recent examples, presents five new real case studies. The reader is projected in a quasi-professional situation and invited to reflect on the strategic and operational choices of companies operating in very different sectors of activity. In addition, the co-founder of Oskab, a company specializing in home furnishings, testifies to his approach to analysis and the importance of a good knowledge of his market.
Original languageEnglish
Place of PublicationParis
Number of pages320
ISBN (Print)9782311013795
Publication statusPublished - 1 Jan 2017


  • Market research


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