{"id":2075,"date":"2017-06-19T13:43:24","date_gmt":"2017-06-19T11:43:24","guid":{"rendered":"https:\/\/www.organisator.ch\/?p=2075"},"modified":"2017-06-19T13:43:24","modified_gmt":"2017-06-19T11:43:24","slug":"trendmarketing-praxisorientierte-inputs-fuer-kmu","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2017-06-19\/trendmarketing-praxisorientierte-inputs-fuer-kmu\/","title":{"rendered":"Marketing tendance : des inputs pratiques pour les PME"},"content":{"rendered":"
\"\"
Le nouveau livre de Veronika Bellone et Thomas Matla montre aux PME comment le marketing tendance peut \u00eatre mis en pratique. (Image : Campus Verlag)<\/figcaption><\/figure>\n

Il n'y a gu\u00e8re de sous-discipline de la gestion d'entreprise qui soit soumise \u00e0 des courants (de mode) aussi changeants que le marketing. Les PME en particulier - avec 99 pour cent des entreprises, elles constituent l'\u00e9pine dorsale de l'\u00e9conomie - semblent \u00eatre perdantes lorsqu'il s'agit d'utiliser les nouvelles tendances pour commercialiser leur propre entreprise et leurs produits. Avec son livre \"Praxisbuch Trendmarketing. Innovationskreislauf und Marketing-Mix f\u00fcr KMU\", les auteurs Veronika Bellone et Thomas Matla fournissent d\u00e9sormais une multitude d'informations et d'instructions utiles. Tout d'abord, diff\u00e9rentes PME de la r\u00e9gion DACH prennent la parole et parlent de leur propre approche des tendances et du marketing de tendance correspondant. Apr\u00e8s une section sur la recherche de tendances, sept m\u00e9gatendances importantes sont abord\u00e9es (num\u00e9risation, individualisme, mondialisation, changement d\u00e9mographique, durabilit\u00e9, style de sant\u00e9 et urbanisation). Ensuite, les choses deviennent vraiment concr\u00e8tes : les auteurs pr\u00e9sentent le marketing-mix en 13 P et expliquent son application dans les PME en d\u00e9duisant un cycle d'innovation pour le marketing des tendances. L'approche classique des 4P datant des ann\u00e9es 1960 ne suffit plus aux yeux des auteurs. Les crit\u00e8res Product, Price, Place, Promotion sont compl\u00e9t\u00e9s par People (personnes), Process (processus) et Physical Evidence (mat\u00e9riaux) et \u00e9largis \u00e0 des dimensions telles que, par exemple, Purpose (objectif de l'entreprise), Performance (indicateurs de performance) ou Propulsion (technologies). \u00catre attentif aux besoins des clients est \u00e9galement une invitation importante que le livre adresse aux PME. Des listes de contr\u00f4le pratiques et des exemples de cas - toujours diss\u00e9min\u00e9s pour illustrer certaines sections th\u00e9oriques - compl\u00e8tent ce livre clairement structur\u00e9. Dans l'ensemble, les deux auteurs mettent \u00e0 disposition un instrument de travail utile qui allie la profondeur scientifique \u00e0 de nombreux exemples tir\u00e9s de PME de diff\u00e9rents secteurs - une mine de connaissances et d'incitations \u00e0 l'application pour les responsables marketing ayant des exigences strat\u00e9giques ainsi que pour les \u00e9tudiants qui souhaitent approfondir ce domaine sp\u00e9cialis\u00e9.<\/p>\n

Veronika Bellone, Thomas Matla
\n<\/em>\"Livre pratique sur le marketing des tendances - Cycle d'innovation et marketing mix pour les PME<\/strong>\"
\n<\/em>Campus Verlag Francfort\/ New York, 2017
\n<\/em>367 pages, reli\u00e9
\n<\/em>Imprim\u00e9 ISBN 978-3-593-50662-3
\n<\/em>Livre \u00e9lectronique (PDF) ISBN 978-3-593-43567-1
\n<\/em>E-Book (EPUB) ISBN 978-3-593-43590-9<\/em><\/p>\n

Lien vers le livre<\/a><\/em><\/p>","protected":false},"excerpt":{"rendered":"

Wohl kaum eine Teildisziplin der Unternehmensf\u00fchrung ist so stark \u00e4ndernden (Mode)str\u00f6mungen unterworfen wie das Marketing. Insbesondere KMU – mit 99 Prozent der Unternehmen stellen sie das R\u00fcckgrat der Wirtschaft\u00a0–\u00a0scheinen auf verlorenem Posten zu sein, wenn es darum geht, neue Trends f\u00fcr die Vermarktung der eigenen Firma und ihrer Produkte zu nutzen. Mit ihrem Buch \u201ePraxisbuch […]<\/p>\n","protected":false},"author":4,"featured_media":2077,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Trendmarketing","_yoast_wpseo_metadesc":"\u00abPraxisbuch Trendmarketing \u2013 Innovationskreislauf und Marketing-Mix f\u00fcr KMU\u00bb: Ein Leitfaden f\u00fcr kleine und mittlere Unternehmen.","articlekey":"","footnotes":""},"categories":[29],"tags":[92,95,339,496,533],"class_list":["post-2075","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-buch","tag-buchtipps","tag-marketing","tag-unternehmensfuehrung","tag-wissenschaft"],"acf":[],"yoast_head":"\nTrendmarketing: Praxisorientierte Inputs f\u00fcr KMU - Organisator<\/title>\n<meta name=\"description\" content=\"\u00abPraxisbuch Trendmarketing \u2013 Innovationskreislauf und Marketing-Mix f\u00fcr KMU\u00bb: Ein Leitfaden f\u00fcr kleine und mittlere Unternehmen.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.organisator.ch\/fr\/marketing\/2017-06-19\/trendmarketing-praxisorientierte-inputs-fuer-kmu\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Trendmarketing: Praxisorientierte Inputs f\u00fcr KMU\" \/>\n<meta property=\"og:description\" content=\"\u00abPraxisbuch #Trendmarketing \u2013 Innovationskreislauf und #Marketing-Mix f\u00fcr KMU\u00bb: Ein Leitfaden zur Trendsensibilisierung.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.organisator.ch\/fr\/marketing\/2017-06-19\/trendmarketing-praxisorientierte-inputs-fuer-kmu\/\" \/>\n<meta property=\"og:site_name\" content=\"Organisator\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/OrganisatorFachmagazin\" \/>\n<meta property=\"article:published_time\" content=\"2017-06-19T11:43:24+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2017\/06\/Trendmarketing-Praxisorientierte-Inputs-fuer-KMU_Organisator.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"427\" \/>\n\t<meta property=\"og:image:height\" content=\"640\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"thomas.berner\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"#Trendmarketing: Praxisorientierte Inputs f\u00fcr KMU\" \/>\n<meta name=\"twitter:description\" content=\"\u00abPraxisbuch #Trendmarketing \u2013 Innovationskreislauf und #Marketing-Mix f\u00fcr KMU\u00bb: Ein Leitfaden zur Trendsensibilisierung.\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2017\/06\/Trendmarketing-Praxisorientierte-Inputs-f\u00fcr-KMU_Organisator.jpg\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.organisator.ch\\\/marketing\\\/2017-06-19\\\/trendmarketing-praxisorientierte-inputs-fuer-kmu\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.organisator.ch\\\/marketing\\\/2017-06-19\\\/trendmarketing-praxisorientierte-inputs-fuer-kmu\\\/\"},\"author\":{\"name\":\"thomas.berner\",\"@id\":\"https:\\\/\\\/www.organisator.ch\\\/#\\\/schema\\\/person\\\/6f650f90b2842cd4c0cc334b4e36f67e\"},\"headline\":\"Trendmarketing: Praxisorientierte Inputs f\u00fcr KMU\",\"datePublished\":\"2017-06-19T11:43:24+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.organisator.ch\\\/marketing\\\/2017-06-19\\\/trendmarketing-praxisorientierte-inputs-fuer-kmu\\\/\"},\"wordCount\":368,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.organisator.ch\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.organisator.ch\\\/marketing\\\/2017-06-19\\\/trendmarketing-praxisorientierte-inputs-fuer-kmu\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.organisator.ch\\\/wp-content\\\/uploads\\\/2017\\\/06\\\/Trendmarketing-Praxisorientierte-Inputs-fuer-KMU_Organisator.jpg\",\"keywords\":[\"Buch\",\"Buchtipps\",\"Marketing\",\"Unternehmensf\u00fchrung\",\"Wissenschaft\"],\"articleSection\":[\"MARKETING\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.organisator.ch\\\/marketing\\\/2017-06-19\\\/trendmarketing-praxisorientierte-inputs-fuer-kmu\\\/\",\"url\":\"https:\\\/\\\/www.organisator.ch\\\/marketing\\\/2017-06-19\\\/trendmarketing-praxisorientierte-inputs-fuer-kmu\\\/\",\"name\":\"Trendmarketing: Praxisorientierte Inputs f\u00fcr KMU - 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