L'évolution du Marketing relationnel dans le secteur des services: Vers un marketing interne-externe performant

Myriam Bellaouaied ()
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Myriam Bellaouaied: 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: The important place granted to relational Marketing in the sector of the services does not cease evolving. This evolution, underlined by several authors and particularly by Berry 1983, brings back to us to a new orientation marketing which is internal marketing. The objective of this communication is to bring to light the area of the Marketing function at the internal environment of the company and its contribution to modernize management within the company and to develop its performance.

Keywords: Marketing relationnel; marketing des services; Marketing interne; satisfaction client; fidélité; fidélité. (search for similar items in EconPapers)
Date: 2008-03-20
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Published in 7e Colloque International de la Recherche en Sciences de Gestion, Mar 2008, Tunisie. pp.1-22

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00706060

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