Repositionner une marque sur le marché mondial du tourisme. Le Cas Club Med - Un entretien avec Henri Giscard d'Estaing, Président Directeur Général du Club Méditerranée

Sylvie Hertrich and Ulrike Mayrhofer ()
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Sylvie Hertrich: Humanis - Hommes et management en société / Humans and management in society - UNISTRA - Université de Strasbourg - EM Strasbourg - École de Management de Strasbourg = EM Strasbourg Business School
Ulrike Mayrhofer: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon

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Abstract: This article concerns the new up-market positioning that has recently been adopted by Club Méditerranée. An interview conducted with the Chief Executive Officer of Club Méditerranée shows the challenges associated with this strategic change. Four aspects are developed: the reasons for the change of the positioning of the offer, the characteristics of the new strategy, the marketing actions undertaken by the company and future perspectives.

Keywords: Tourism marketing; marketing strategy; positioning; Marketing du tourisme; stratégie marketing; positionnement (search for similar items in EconPapers)
Date: 2011
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Published in Décisions Marketing, 2011, 64, pp.71-74

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00684413

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