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[5e éd.] Véritable livre de référence, Marketing Business to Business traite de manière exhaustive et opérationnelle tous les thèmes fondamentaux du marketing appliqué aux entreprises fournissant d'autres organisations privées ou publiques. Parmi ses points forts : les études (veille et détection d'affaires, segmentation) ; la stratégie (positionnement, plan marketing et matrices stratégiques) ; l’élaboration de l’offre (innovation produit/service, pricing, efficience commerciale), sa valorisation et sa diffusion (communication, lobbying, networking). Par ailleurs, le livre met l’accent sur le rôle fondamental du destinataire final. Outre l’organisation cliente, les auteurs soulignent trois types de cibles et donc de démarche marketing : les salariés de l’organisation cliente – B to B to Employee ; les clients de l’organisation cliente – B to B to Consumer ; les usagers de l’organisation cliente (services publics, administration…) – B to Administration to User. Actualisée et enrichie, la nouvelle édition fait le point sur les évolutions récentes de la discipline. Elle propose en particulier un chapitre inédit sur la stratégie d’e-communication. L’engouement pour le mobile nécessite en effet aujourd’hui la combinaison des cinq outils que sont le mobile, le web, l’e-mailing, les réseaux sociaux et les événements ciblés. Particulièrement pédagogique, ce livre est illustré de très nombreux exemples, tirés de secteurs et d’entreprises très variés (informatique, télécoms, bâtiment, aéronautique, restauration, automobile, conseil, etc.). Il offre également une sélection de visuels, des questions et des mini-cas, et constitue un manuel aussi efficace qu’attractif.

Industrial marketing --- Marketing industriel --- Entrepreneuriat --- Commerce interentreprises --- Marketing --- Management --- Gestion --- Services --- Service industries --- Industrial marketing - Management --- Marketing industriel - Gestion --- Commerce interentreprises - Cas, Etudes de --- Marketing - Management

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Business planning --- Business planning. --- Strategic planning --- Strategic planning. --- Projet d'entreprise --- Planification stratégique --- Case studies --- Cas, Etudes de --- Planification stratégique --- organisatiemanagement --- strategisch beleid --- Business policy --- bedrijfsbeleid --- Business planning - Case studies --- Strategic planning - Case studies

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What is a small country? Is a country small because of the size of its territory or its population? Can smallness be relative, based on the subjective perception of a country's inhabitants or in comparison with one's neighbors? How does smallness, however it is defined, shape a country and its relations with other countries? Answers to these questions, among others, can be found in Small Countries, the first and only anthropological study of smallness as a defining variable. In terms of population size, some two thirds of the countries of the world can now be considered small countries, and they can be found in all world regions except North America and East Asia. They exhibit great diversity with regard to culture, history, and institutional arrangements, so there can be no model of any "typical" small country. Yet the essays collected by Ulf Hannerz and Andre Gingrich identify a range of family resemblances in such areas as internal connectivity and sensibilities of identity. Contributors describe a number of similar problems with which small countries must cope, on domestic levels as well as in their transnational and global encounters. For some small countries, challenges such as media organization and branding have a negative impact on real or perceived vulnerability, while for others, the same challenges facilitate success stories. Comparative case studies cover a diverse set of regions, including the Caribbean, Middle East, Africa, and Europe, and employ diverse anthropological approaches. Tacit assumptions about scale, identities, and networks in everyday social life are best revealed through close, interpretive effort. At times a sense of shared belonging comes to the fore with particular events, such as a national crisis or an unexpected success in international sports, offering scope for situational analyses. In showing how small countries confront globalization, Small Countries reveals how the sense of scale intensifies when the world as a whole shrinks

Social sciences (general) --- States, Small --- Group identity --- Social change --- National characteristics --- Petits Etats --- Identité collective --- Changement social --- Caractéristiques nationales --- Case studies. --- Études de cas --- Cas, Etudes de --- Etudes de cas --- Developing countries --- Pays en développement

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A collection of case studies from nonwestern countries that offers an analysis of the significant role culture plays in crisis communication Culture and Crisis Communication presents an examination of how politics, culture, religion, and other social issues affect crisis communication and management in nonwestern countries. From intense human tragedy to the follies of the rich, the chapters examine how companies, organizations, news outlets, health organizations, technical experts, politicians, and local communities communicate in crisis situations. Taking a wider view than a single country's perspective, the text contains a cross-cultural and cross-country approach. In addition, the case studies offer valuable lessons that organizations that wish to operate or are operating in those cultures can adopt in preparing and managing crises. The book highlights recent crisis events such as Syria's civil war, missing Malaysia Airline Flight MH370, and Japan's Fukushima Daiichi nuclear power plant disaster. Each of the case studies examines how culture impacts communication and responses to crises. Authoritative, insightful, and instructive, this important resource: . Analyzes how nonwestern cultures respond to crises. Covers the role of culture in crisis communication in recent news events. Includes contributions from 18 international authors who provide insight on nonwestern cultures and crisis communication Written for communication professionals, academics, and students, Culture and Crisis Communication presents an insightful introduction to the topic of culture and crisis communication and then delves into illustrative case studies that explore intracultural and transboundary crisis communication.--

Crisis management --- Communication, International --- Gestion de crise --- Communication internationale --- Cross-cultural studies --- Case studies --- Études transculturelles --- Cas, Etudes de --- Études transculturelles --- BRIC countries. --- Crises --- Management of crises --- Management --- Problem solving --- Conflict management --- Big Four countries --- BRICS countries --- Crisis management. --- Communication, International. --- International communication --- World communication --- Communication

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Mass media --- Crime and the press --- Kidnapping --- Criminals --- History --- Social aspects --- Cases --- Lindbergh, Charles Augustus, --- Hauptmann, Bruno Richard, --- Kidnapping, 1932 --- Press coverage --- Crime and the press. --- Criminals. --- Kidnapping. --- Mass media. --- Médias --- Social aspects. --- Cases. --- Aspect social --- Histoire --- Press coverage. --- 1900-1999 --- France. --- Germany. --- United States. --- Criminalité et presse --- Enlèvement --- Criminels --- Case studies --- Biography. --- Cas, Etudes de --- Biographies --- Médias --- Criminalité et presse --- Enlèvement --- Case studies. --- Mass media - United States - History - 20th century --- Mass media - Social aspects - United States --- Mass media - France - History - 20th century --- Mass media - Social aspects - France --- Crime and the press - United States --- Crime and the press - France --- Kidnapping - United States - Cases --- Criminals - Germany - Biography --- Lindbergh, Charles Augustus, - 1930-1932 - Kidnapping, 1932 - Press coverage --- Hauptmann, Bruno Richard, - 1899-1936 --- Lindbergh, Charles Augustus, - 1930-1932