Conseil et formation marketing, marketing Internet et audit de site Web, librairie spécialisée

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Bookstore and library

This part of our site enables you to have access to books related to the various aspects of marketing.

For the moment, the choice of books covers the following categories:

General Marketing: reference books to refresh the basics of strategic marketing.
Marketing research: to get the best cards in hand to investigate the market (competitors, surveys design, ...).
Internet Marketing: to get the best information to implement an efficient marketing on the Web.

So that you may be able to order directly the books you are interested in, we are currently negotiating a partnership with the online bookstore Amazon.

General Marketing

Kotler, Philip. Marketing Management: Analysis, Planning, Implementation and Control, 9° ed. Englewood Cliffs, NJ, USA. Prentice Hall. 1996
Our advice: wpe14.gif (870 octets)wpe14.gif (870 octets)wpe14.gif (870 octets) Definitly the bible of marketing. THE reference book, for beginners as well as for confirmed professionnals. With examples almost exclusively american.

Kotler, Philip, Bernard Dubois. Marketing Management, 9° éd. Paris. Publi-Union. 1997
Our advice: wpe14.gif (870 octets)wpe14.gif (870 octets)wpe14.gif (870 octets) The French edition of the above, whith franco-european examples.

Forrest, Edward, Richard Mizerski. Interactive Marketing : The Future Present. Lincolnwood, IL, USA. NTC Business Books. 1996.
Our advice: wpe14.gif (870 octets) A book not only about Internet marketing, but also about modern marketing techniques.

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Recherche Marketing

Churchill, Gilbert A. Jr. Marketing Research, Methodological Foundations, 6° ed. Fort Worth, Texas, USA :The Dryden Press. 1995
Our advice: wpe14.gif (870 octets)wpe14.gif (870 octets)wpe14.gif (870 octets) The reference book by excellence about marketing research, very complete as far as methodology is concerned, but sometimes a bit too theoretical.

Lehmann, Donald R., Sunil Gupta & Joel H. Steckel. Marketing Research. Reading, Mass, USA : Addison-Wesley Publishing Co. 1998.
Our advice: wpe14.gif (870 octets)wpe14.gif (870 octets)wpe14.gif (870 octets) A second reference book, more pactical than the previous one, with many examples and illustrations.

Lescher, John F. Online Market Research. Reading, Mass, USA : Addison-Wesley Publishing Co. 1995
Our advice: wpe14.gif (870 octets)wpe14.gif (870 octets) This book enables to use online marketing information sources and gives good addresses. However, it is focussed on online databases, payservices, not always available through Internet.

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Marketing Internet

Dufour, Arnaud. Le Cybermarketing. Paris : coll. "Que sais-je?", n° 3186, Presses Universitaires de France 1997.
Our advice: wpe14.gif (870 octets) A quick introduction in French on Internet marketing.

Sterne, Jim. World Wide Web Marketing : integrating the Internet into your marketing strategy. New York, USA : John Wiley & Sons, Inc. 1995.
Our advice: wpe14.gif (870 octets)wpe14.gif (870 octets)wpe14.gif (870 octets) Although three years old, this book is one of the best reference books for the implementation of Internet marketing.

Wagner, Corinne. Marketing Opportunities on the Internet. Lausanne : Cahier de recherche IUMI, Ecole des HEC. 1996.
Our advice: wpe14.gif (870 octets)wpe14.gif (870 octets)wpe14.gif (870 octets) An excellent research work, pertinent and to the point, which analyses the various categories of site one can design.

Elderbrock, David, Nitin Borwankar & Leslie Lesnick: Building Successful Internet Businesses : The Essential Sourcebook for Creating Businesses on the Net, IDG Books Worldwide, Sept. 1996.
Our advice: wpe14.gif (870 octets)wpe14.gif (870 octets) A good way of learning through others' mistakes. Very practical. With a CD-Rom.

Nemzow, Martin: Building Cyberstores : Installation, Transaction Processing, and Management, Computing McGraw-Hill, Mai 1997.
Our advice: wpe14.gif (870 octets)wpe14.gif (870 octets) One of the most practical books, but destined to advanced users. Very realistic, because not influenced by the "Web fashion".

McComb, Gordon: Web Commerce Cookbook, J. Wiley & Sons, Déc. 1997.
Our advice: wpe14.gif (870 octets) As indicated in the title, an online commerce recipe book.

Lescher, John F. Online Market Research. Reading, Mass, USA : Addison-Wesley Publishing Co. 1995
Our advice: wpe14.gif (870 octets)wpe14.gif (870 octets) This book enables to use online marketing information sources and gives good addresses. However, it is focussed on online databases, payservices, not always available through Internet.

Janal, Daniel S. Online Marketing Handbook : How to Sell, Advertise, Publicize, and Promote Your Products and Services on the Internet and Commercial Online Systems. New York, USA : Van Nostrand Reinhold. 1995.
Our advice: An almost too complete book, however with a few good recipes. A little outdated.

Angell, David & Brent Heslop. The Internet Business Companion. Reading, Mass, USA : Addison-Wesley Publishing Co. 1995.
Our advice: Basic, but interesting.

Ellsworth, Jill H. & Matthew V. Ellsworth, 1995. Marketing on the Internet : Multimedia Strategies for the World Wide Web. New York, USA : John Wiley & Sons, Inc.
Our advice: wpe14.gif (870 octets) A good book about the possibilities of Internet for companies. However, we prefer Jim Sterne's book published at the same period.

Forrest, Edward, Richard Mizerski. Interactive Marketing : The Future Present. Lincolnwood, IL, USA. NTC Business Books. 1996.
Our advice: wpe14.gif (870 octets) A book not only about Internet marketing, but also about modern marketing techniques.

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Last updated : 22 April 2007

Francité