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Notre tude consiste mesurer
l'impact de la gestion de la relation
client sur lavantage concurrentiel,
partir dun sondage effectu sur
un chantillon de 12 agences de
l'oprateur de tlphone mobile .
Nedjma. Lanalyse, ralise
laide l'aide du programme
statistique SPSS V16, confirme
Transaction Marketing cette corrlation.

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1- Supizet Jean, Le management de la performance durable, dition
dorganisation, Paris, 2002, p202.
2002 -2
. 127
3- Allard Christophe, Le management de la valeur client, Dunod, Paris,
2002, p10.
4- Allard Pierre, Dirringer Damien ; La stratgie de relation clients , Dunod,
Paris, 2000, p41.
5-Demeure Cloud, marketing , 4eme ed, dition Dalloz, Paris, 2003, p 351.
6- McDermott, R. Why information Technology inspired but cannot deliver
knowledge management California management Review.N 41.1999.
pp103-117
7- Moorman,C. Organizational marketing information process, Cultural
antecedents &new product outcomes. Journal of marketing
Research.N32.1995. pp318-335
8- Kotler .P et Dubois .B, Marketing Management, 11eme Edition, edition
Franaise ralise par Delphine Manceau, Pearson education, Paris, France,
2003.p81
. -9
10- Chaffey, & et al, Internet Marketing: Strategy, Implementation and
Practice Limited, England, Pearson Education, 2000, p 115.
80 % 20 -11
. %
( ) -12

2010
. 71
13- Porter .M, Lavantage concurrentiel Dunod dition paris France,
1999 pp 41-42.
14- Lambin Jean Jacques, le marketing stratgique Science dition , Paris,

294
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France, 2me dition, 1993, pp 209-210.

15- Porter .M, Op, Cite .p42.
-16 :
1995 . 227
17- Lendrevie Jacques, Lindon Denis, Mercator, 7 dition, Dalloz, Paris,
France, 2003, p 676.
-18 :
TOYOTA PHILIPS :
-
-

.
-19 (1995) . 228
-20
1996. 85
21- Lambin Jean Jacques, Op, Cite, p 210.
-22

2003 .61- 59
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.
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.
295
 -

. 2002 -
1996 -
.
: 1995 -
.

- Allard Pierre, Derringer Damien, 2000, La stratgie de relation clients
Dunod, Paris.
- Allard Christophe, 2002, Le management de la valeur client, Dunod, Paris.
- Chaffey, & et al,2000, Internet Marketing: Strategy, Implementation and
Practice Limited, Pearson Education, England.
- Demeure Cloud, 2003, marketing , 4eme ed, dition Dalloz, Paris.
- Kotler.P et Dubois.B, 2003, Marketing Management, 11eme Edition,
dition franaise ralise par Delphine Manceau, Pearson education, Paris.
- Lambin Jean Jacques, 1993, le marketing stratgique, 2me dition,
Science dition , Paris.
- Lendrevie Jacques, Lindon Denis, 2003, Mercator, 7 dition, Dalloz,
Paris.
- Mc Dermott ,R, 1999,Why information Technology inspired but cannot
deliver knowledge management, California management Review.N41.
- Moorman,C, 1995,Organizational marketing information processe
,Cultural antecedents &new product outcomes. Journal of marketing
Research, N32.
- Porter .M, 1999, Lavantage concurrentiel ,Dunod dition paris , France.
- Supizet Jean, 2002, Le management de la performance durable, dition
dorganisation, Paris.

296