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Pratique(s) de marketing stratégique en contexte de financiarisation : étude du discours des directeurs marketing du CAC40 / Strategic Marketing Practice(s) within the financialization context : a discourse study of CAC40 Marketing DirectorsJoly, Cédrine 01 December 2010 (has links)
Ce travail doctoral s'intéresse aux conséquences de la financiarisation sur la conduite des stratégies marketing dans les grands groupes français. Au sein de ces entreprises, engagées dans la course au leadership mondial et qui s'adressent aux marchés boursiers pour financer leur croissance, l'accroissement de la rentabilité pour l'actionnaire est devenu un objectif stratégique majeur. Au même moment, les consommateurs sont décrits comme de plus en plus difficiles à comprendre avec les grilles de lecture traditionnelles, ce qui semble appeler un investissement marketing accru de la part des organisations vers leur base de clients.La mise en discussion des approches de management basées sur le modèle de la shareholder value, d'une part, et des principes de l'orientation marché, d'autre part, montre que leurs fondements conceptuels ne sont pas toujours conciliables. Articuler les logiques client et actionnaire devient un enjeu que les professionnels du marketing sont amenés à relever, et il s'agit de comprendre comment ils le font dans la pratique.Cette problématique, issue à la fois du terrain et de la littérature, fait appel à la grounded theory, positionnement dans lequel s'inscrit la démarche académique employée pour y répondre. Les méthodes qualitatives sont privilégiées sous un angle nouveau en recherche marketing : la perspective pratique. L'étude des discours d'experts et des cadres dirigeants en marketing stratégique de la moitié des entreprises cotées au CAC40 met au jour les tensions de la financiarisation au sein des pratiques de marketing stratégique. / This work deals with the consequences of financialisation on french corporations' marketing strategies. These groups participate to the global leadership comptetition and rely on stock exchange to finance their growth, therefore shareholder value maximisation has become a major strategic objective. At the same time, consumers are described as more and more difficult to understand with the traditionnal marketing tools. This trend calls for a rise in marketing efforts from the organisations toward their customers base.A discussion between the management literature based on shareholder value framework on one hand and the marketing orientation principles on the other hand, leads to identify potential discrepancies within their conceptuel fundations. Balancing client and shareholder orientation represents an issue that marketing professionnals have to face. It is important to understand how they do that in practice.This research question both issued from the empirical and academical field refers to the Grounded Theory. This approach has therefore been adopted in this research wich rely on qualitative methodology with a new perspective in marketing research : the "as practice" field. The discourse study of experts and half of the CAC40 corporations' Marketing Directors enlights the consequences of financialisation on strategic marketing practices.
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Specializační vzdělávání lékařů v oboru praktický lékař pro děti a dorost v ČR / Specialized education of general practitioner for children and adolescents in the Czech RepublicVacátko, Michal January 2014 (has links)
This dissertation" Specialized education in the field of practitioners for children and adolescents in the Czech Republic " focuses on the development of specialized postgraduate medical uducation in the context of social change in the Czech Republic after 1989 and their impact on staffing in the field of health care practitioners for children and adolescents . The first part describes the theoretical and factual basis , which is closely related to the issues . These concepts explained the functioning and development of the health system, providing primary care by practitioners for children and adolescents, impact of transformation of the labor market and human resources in health care and human rights in health care. To analyze the empirical part of the thesis i used the method of historical institutional analysis. I explained formal and informal relationships in time cohorts between major actors and their influence in shaping the institutional framework of specialized education of physicians over time, especially in the legislative documents. Attention is paid especially to organization and financing of specialist medical education in the field of practitioner for children and adolescens, aging of population present practitioners, and their generational replacement in the context of demographic...
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