Essec\Faculty\Model\Contribution {#2233
  #_index: "academ_contributions"
  #_id: "7728"
  #_source: array:26 [
    "id" => "7728"
    "slug" => "marketing-planning-strategie-mise-en-oeuvre-et-controle"
    "yearMonth" => "2005-01"
    "year" => "2005"
    "title" => "Marketing Planning: stratégie, mise en oeuvre et contrôle"
    "description" => "BURK WOOD, M. et LE NAGARD, E. [Eds] (2005). <i>Marketing Planning: stratégie, mise en oeuvre et contrôle</i>. Pearson Education, 328 pages."
    "authors" => array:2 [
      0 => array:3 [
        "name" => "LE NAGARD Emmanuelle"
        "bid" => "B00000304"
        "slug" => "le-nagard-emmanuelle"
      ]
      1 => array:1 [
        "name" => "BURK WOOD M."
      ]
    ]
    "ouvrage" => ""
    "keywords" => []
    "updatedAt" => "2020-12-17 21:00:33"
    "publicationUrl" => null
    "publicationInfo" => array:3 [
      "pages" => null
      "volume" => null
      "number" => null
    ]
    "type" => array:2 [
      "fr" => "Direction d'ouvrage"
      "en" => "Book editor"
    ]
    "support_type" => array:2 [
      "fr" => "Editeur"
      "en" => "Publisher"
    ]
    "countries" => array:2 [
      "fr" => null
      "en" => null
    ]
    "abstract" => array:2 [
      "fr" => "L'ouvrage présente les différentes étapes du processus de planification marketing : analyse de la situation, étude du marché et des clients, diagnostic, segmentation et ciblage et positionnement, définition de la stratégie, stratégie de produits et de marque, distribution et logistique, prix, communication, service clients, techniques de prévision et de budgétisation, évaluation des performances marketing et contrôle. Les nombreux exemples concrets utilisés pour illustrer le livre sont issus du monde entier."
      "en" => "The book presents the different steps of marketing planning process: Situation analysis, marketing research, segmentation, tyargeting and positioning, setting objectives, product and brand strategy, channel and logistics strategy, price strategy, integrated marketing communication, customer service, measure of performance, and control. The numerous concrete examples provided come from all over the world."
    ]
    "authors_fields" => array:2 [
      "fr" => "Marketing"
      "en" => "Marketing"
    ]
    "indexedAt" => "2024-12-03T16:21:42.000Z"
    "docTitle" => "Marketing Planning: stratégie, mise en oeuvre et contrôle"
    "docSurtitle" => "Direction d'ouvrage"
    "authorNames" => "<a href="/cv/le-nagard-emmanuelle">LE NAGARD Emmanuelle</a>, BURK WOOD M."
    "docDescription" => "<span class="document-property-authors">LE NAGARD Emmanuelle, BURK WOOD M.</span><br><span class="document-property-authors_fields">Marketing</span> | <span class="document-property-year">2005</span>"
    "keywordList" => ""
    "docPreview" => "<b>Marketing Planning: stratégie, mise en oeuvre et contrôle</b><br><span>2005-01 | Direction d'ouvrage </span>"
    "docType" => "research"
    "publicationLink" => "<a href="#" target="_blank">Marketing Planning: stratégie, mise en oeuvre et contrôle</a>"
  ]
  +lang: "fr"
  +"_type": "_doc"
  +"_score": 9.198268
  +"parent": null
}