This chapter presents the principles of marketing, and how it can help the manger to better understand and answer to the market needs : basics of consumer behavior, segmentation and positioning concepts, marketing research, and operational marketing tools (product, price, promotion, place), and their recent developments. It also presents the evolution of marketing functions.
LE NAGARD, E. (2001). Répondre aux besoins du marché. In: Invitation au management. 1st ed. PUF, pp. 79-167.