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Discipline méconnue, parfois méprisée, le marketing a néanmoins, petit à petit, justifié de sa nécessité dans l'entreprise moderne. A un point tel qu'aujourd'hui certaines entreprises créent un département marketing alors que dans la pratique elles n'en font tout simplement pas.Science récente au service d'entreprises chahutées par l'instabilité économique, la versatilité des consommateurs et la globalisation des concurrences, le marketing est dans bien des cas, la bouée de sauvetage de l'entreprise du XXIè siècle.Comprendre ce qu'est le marketing et savoir l'utiliser de façon effective est l'objectif de cet ouvrage. Ainsi, tous le processus sera décrit : de la définition de la stratégie jusqu'à la mise en pratique de techniques opérationnelles.Cet ouvrage s'adresse aussi bien aux étudiants en premier cycle universitaire qu'aux professionnels souhaitant maîtriser les techniques de base du marketing.
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This document contains three reports: (1) a report on women entrepreneurs in Ireland in English; (2) the same report in French; and (3) a synthesis report of 12 national reports and 4 related reports. The report on women entrepreneurs in Ireland includes an introduction, a description of the methodology, a summary of the main findings, two major sections, and four appendices. The first major section describes the survey of women entrepreneurs. The second major section describes organizations concerned with advice, funding, vocational training, and vocational training specifically for women. Appendix 1 lists 63 Irish women entrepreneurs. Appendix 2 lists 41 organizations. Appendix 3 describes the Industrial Training Authority Enterprise Unit's programs for women. Appendix 4 describes the Youth Self Employment Program. The synthesis report includes a preface, 10 chapters, and a 16-item bibliography. Chapter 1 introduces the report with comparisons across the 12 countries (Belgium, Denmark, France, Germany, Greece, Ireland, Italy, Luxembourg, the Netherlands, Portugal, Spain, and the United Kingdom) included in the study. Chapter 2 provides a perspective on the socioeconomic background and the place of women in society. Chapter 3 describes the organizations that participated in the study and the methodologies of the national studies. The trade sectors of the 12 countries are described in Chapter 4. Chapter 5 presents a profile of women entrepreneurs across the 12 countries. Chapter 6 describes the vocational training available. Chapter 7 identifies future trends. Chapter 8 provides an overview of the study, Chapter 9 identifies the conclusions, and Chapter 10 includes the recommendations. (CML)