Essec\Faculty\Model\Contribution {#2233
  #_index: "academ_contributions"
  #_id: "4164"
  #_source: array:26 [
    "id" => "4164"
    "slug" => "segmentation-et-positionnement-deux-concepts-cles-en-marketing"
    "yearMonth" => "1999-01"
    "year" => "1999"
    "title" => "Segmentation et positionnement : deux concepts-clés en marketing"
    "description" => "LE NAGARD, E. et MANCEAU, D. (1999). Segmentation et positionnement : deux concepts-clés en marketing. Dans: <i>Manuel de Gestion. Tome 1</i>. 1st ed. Ellipses, pp. 311-324."
    "authors" => array:2 [
      0 => array:3 [
        "name" => "LE NAGARD Emmanuelle"
        "bid" => "B00000304"
        "slug" => "le-nagard-emmanuelle"
      ]
      1 => array:1 [
        "name" => "MANCEAU D."
      ]
    ]
    "ouvrage" => "Manuel de Gestion. Tome 1"
    "keywords" => []
    "updatedAt" => "2021-09-06 14:06:32"
    "publicationUrl" => null
    "publicationInfo" => array:3 [
      "pages" => "311-324"
      "volume" => null
      "number" => null
    ]
    "type" => array:2 [
      "fr" => "Chapitres"
      "en" => "Book chapters"
    ]
    "support_type" => array:2 [
      "fr" => "Editeur"
      "en" => "Publisher"
    ]
    "countries" => array:2 [
      "fr" => null
      "en" => null
    ]
    "abstract" => array:2 [
      "fr" => "Le chapitre décrit les étapes d'une démarche de segmentation du marché (choix de la méthode, critères de segmentation) et le choix du segment. La stratégie de positionnement du produit, sa justification et les étapes du positionnement sont ensuite décrites."
      "en" => "The chapter describes the different stages of segmentation of a market, the methods and segmentation criteria. We then show how to choose an attractive segment. Product positioning, its rationale and the different steps to achieve it are then described."
    ]
    "authors_fields" => array:2 [
      "fr" => "Marketing"
      "en" => "Marketing"
    ]
    "indexedAt" => "2024-11-21T10:21:50.000Z"
    "docTitle" => "Segmentation et positionnement : deux concepts-clés en marketing"
    "docSurtitle" => "Chapitres"
    "authorNames" => "<a href="/cv/le-nagard-emmanuelle">LE NAGARD Emmanuelle</a>, MANCEAU D."
    "docDescription" => "<span class="document-property-authors">LE NAGARD Emmanuelle, MANCEAU D.</span><br><span class="document-property-authors_fields">Marketing</span> | <span class="document-property-year">1999</span>"
    "keywordList" => ""
    "docPreview" => "<b>Segmentation et positionnement : deux concepts-clés en marketing</b><br><span>1999-01 | Chapitres </span>"
    "docType" => "research"
    "publicationLink" => "<a href="#" target="_blank">Segmentation et positionnement : deux concepts-clés en marketing</a>"
  ]
  +lang: "fr"
  +"_type": "_doc"
  +"_score": 9.0310545
  +"parent": null
}