أليات تفعيل التسويق العلاقاتي في مؤسسات الخدمات

2014 / 2015

- 2 - 1 -2 -3 -4

-- 3 -- 1 -2

-:

1 -02 / 01 / 2015 31 / 03 / 2015 . 2

-- 4 --

( 3 )

-190 - 1 -1 -1998 2 -1997 3 -2000 4 -1998 5 -2004 6 -2001 7 -2002 8 -1999 9 -1996 10 -1994 11 -1994 12 -1995 13 -2004 14 -50 1996 15 -1993 16 -2002 225 17 -2006

-191 - 18 -2000 19 -1998 20 -1998 21 -2002 22 -1992 23 -1998 24 -21 1999 25 -2002 26 -2003 27 -2005 28 -2003 29 -2005 30 -2001 31 -2003 32 -2006 33 -2005

-192 - 34 -2009 35 -2007 36 -2011 37 -2010 38 -07 2009 2010 39 -2001 40 -1996 41 -2012 1 -3 -42 -2006 43 -2004 2000 44 -2005

-193 - 45 -1 -46 -2005 2006 47 -48 -2007 2008 49 -1- Ouvrage :

1- Berry , Leonard L , « Relationship Marketing of Services-Growing Interest ,1995 2- Christopher H..Lovelock , « Services Marketing »,Englewood cliffs,NJ :prentice –

Hall,2000

3- Cova.V, Cova.B, « Alternatives marketing : réponses marketing aux évolutions récentes des consommateurs, Paris, Dunod, 2001.

4- Don Pepper et Martha Rogers, « Le one to one – valorisez vos capital client », traduit par Enri Kanfman et Laurence Faguer, les éditions d’Organisations, cinquième tirage, 2001

5- Heffernan T O'Neill. GTravaglioneT. Et Droulers, M., «Relationshipmarketing: The impact of emotional intelligence and trust on bank performance»,

International Journal of Bank Marketing. Volume: 26. Issue: 3, 2008

6- Judith W. & Kincaid, «Customer Relationship Management», prentice, Hall, New Jersey, 2003

7- Kotler P، Dubois B، «Marketing Management" ،Edition Union Public، 10emeEdition، Paris، 2000

8- Nicole coviello, Rodrick Brodie and Hugh.J.Munro, « Understanding

contemporary marketing : development of classification schema » , journal of marketing management, 13, August , 1997 .

-194 -

9- P. Kotler et B. Dubois، ««Marketing management، eleventh édition (N، j :

prentice،Inc، 2000)، Translated by D.Manceau، Marketing management، 11eme ed، 2004

10- Pierre Mogat, « Fidéliser Vos clients : Stratégies, outils, CRM et E.CRM, deuxième Edition d’organisations

11- Ronald s. Swift، «Accelerating customer Relationship: Using Crm and Relationship Technologie، prentice Hall، October، 2001، p51.

12- Valarie A. Zeithaml and Mary J Bitner، « services marketing », second edition MC Grow- hill company,2000

1- Périodiques :

1- Jean-François Boss , « Pourquoi la satisfaction des clients ? », Revue Française Du Marketing, Décembre 2010 - N° 229/230 - 4-5/5 201

2- Chui et al، «Relationship Marketing and Customer Switching behavior» ,journal of Business Research, vol58

3- Frederick Fred Reichheld and W. EarlSasser, « Zero Defections: Quality Comes To Services » Harvard Business Review, Sepember-October, 1990

4- Anderson P.H, « Relationship marketing and brand involvement of professionals through web-enhance brand communities: The case of Coloplast », Industrial Marketing Management, Vol. 34, 2005

5- Churchill، G.G, « A parading for developingbettermeasures of marketing constructs », Journal of Marketing Rechearch, Vol.76, 1979

6- Véronique Des Garets et al, « L’approcherelationnelledans les banques : mythesouréalité », revue française de gestion, no 191, 2009

7- Grönroos Christian, «Relationship marketing challenges for the organization», Journal of business research, 4th, November, 1999

8- Event Gummesson, «Implementationrequires a relationship marketing paradigm», journal of the academy of marketing sciences, 26 (3), 1998

9- Dowling, Grahame, « Customer Relationship Management », California Management Review, vol 44, № 3, Spring 20021_{-Werner j , Reinartz and V,} Kumar, « on the profitability of long –life customers in Non contractual setting: AN Empirical investigation and Implication for marketing, journal of marketing, 2000

10- Dowling Grahame, customer relationship management, California 1- Jean François .Boss, «Les nouveaux visages du marketing», revue 1 - Ford, D, « The

development of Buyer – Seller relationships in industrial market », European journal of Marketing, vol .14, 1980

11- Berry LL, « relationship marketing emerging perspectives of services marketing », American Marketing Association, Chicago, 1983

12- Jackson, B, « Build customer relationships that last », Harvard Business review vol 63, N° November – December

-195 -

13- Tuenball, L.R. et Wilson, « developing and protecting profitable customer relationships », industrial marketing management, vol. 7, No 18, 1989

14- Czepiel.J.A, « service encounters and service relationships: profitable customer relationships », industrial marketing management, vol7, N°=18, 1989

15- Shani.D, Chalasani.S, « exploiting niches usingrelationship marketing », journal of Business strategy, vol 6, N°= 04, 1992.

16- Morgan, Hunts, « the commitment –Trust theory of relationship marketing », journal of marketing, vol 58, N°= 3

17- Gambeson .E, « Makingrelationship marketing operational », international, journal of service industry management, vol 5, N°= 5, 1994

18- Harker.M.J, « relationship marketing defined and examination of current

relationship marketing definitions », marketing intelligence and planning, vol 17, N°= 1, Française du marketing, Avril 2011, N°231

19- Harvard Business، revu juin – juillet 1993

1- Citesweb: 1- 2- 3- 4- 5-

- 161 - BDL BNA BNP Paris Bas NATIXIS SOCIETE Gle BADR % % % % % % 45 100 46 100 00 00 00 00 00 00 55 100 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 09 100 11 100 13 100 00 00 ∑ 45 100 46 100 09 100 11 100 13 100 55 100 29 48 10 09 14 32 25 55.5 29 63.04 06 66.6 06 54.5 08 61.54 39 70.90 20 44.4 17 36.95 03 33.3 05 45.4 05 38.46 16 29.10 ∑ 45 100 46 100 09 100 11 100 13 100 55 100

- 162 -

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25

-35

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05 11.1 10 21.74 04 44.4 06 54.5 05 38.46 16 29.10

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35

-45

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17 36.9 14 30.43 05 55.5 05 45.4 06 46.15 32 58.18

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45

-55

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16 35.5 14 30.43 00 00 00 00 02 15.39 13 03.25

[

55

-65

[

07 15.5 08 17.40 00 00 00 00 00 00 04 07.27 ∑ 45 100 46 100 09 100 11 100 13 100 55 100 25 55.5 12 26.08 00 00 00 00 00 00 16 29.10 20 44.4 34 73.92 09 100 11 100 13 100 39 70.90 00 00 00 00 00 00 00 00 00 00 00 00 ∑ 45 100 46 100 09 100 11 100 13 100 55 100 1 5 01 2.17 08 17.40 01 11.1 02 18.1 04 30.76 13 23.63 5 10 04 08.8 11 23.92 05 55.5 09 81.8 07 53.84 06 10.90 10 15 17 36.9 12 26.08 03 33.3 00 00 02 15.40 23 41.81 15 20 13 28.8 12 26.08 00 00 00 00 00 00 07 12.72 20 10 22.2 03 06.52 00 00 00 00 00 00 06 10.90 ∑ 45 100 46 100 09 100 11 100 13 100 55 100

- 163 - 07 15.5 08 17.40 04 44.4 05 45.4 04 30.76 09 16.36 13 28.8 29 63.04 03 33.3 04 36.3 05 38.46 15 27.27 25 55.5 09 19.56 02 22.2 02 18.1 04 30.76 31 56.36 ∑ 45 100 46 100 09 100 11 100 13 100 55 100 04 08.8 04 08.70 02 22.2 03 27.2 02 15.38 13 23.63 02 04.4 05 10.86 01 11.1 03 27.2 01 07.69 10 18.18 00 00 00 00 02 22.2 00 00 01 07.69 00 00 07 15.5 09 19.56 01 11.1 02 18.1 02 15.38 19 34.54 02 04.4 00 00 00 00 00 00 01 07.69 00 00 04 08.8 04 08.70 00 00 00 00 01 07.69 00 00 01 02.2 04 08.70 00 00 00 00 01 07.69 00 00 01 02.2 00 00 00 00 00 00 00 00 00 00 03 06.6 07 15.22 00 00 00 00 01 07.69 00 00 12 26.6 09 19.56 00 00 00 00 01 07.69 00 00 04 08.8 04 08.70 01 11.1 02 18.1 01 07.69 13 23.54 05 11.1 00 00 02 22.2 01 09.0 01 07.69 00 00 ∑ 45 100 46 100 09 100 11 100 13 100 55 100

- 164 - 40 25.8 26 24.53 02 22.2 03 27.2 10 21.27 13 23.63 40 25.8 20 18.87 01 11.1 03 27.2 12 25.53 13 23.63 45 29.0 40 37.74 02 22.2 03 27.2 13 27.65 19 34.54 30 19.3 13 12.26 02 22.2 00 00 10 21.27 00 00 00 00 07 06.60 02 22.2 02 18.1 04 08.51 10 18.18 ∑ 155 100 106 100 09 100 11 100 47 100 55 100 00 00 00 00 09 100 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 45 100 46 100 00 00 11 100 13 100 55 100 ∑ 45 100 46 100 09 100 11 100 13 100 55 100 00 00 00 00 09 100 00 00 00 00 00 00 45 100 46 100 00 00 11 100 13 100 55 100 ∑ 45 100 46 100 09 100 11 100 13 100 55 100 00 00 26 25.00 02 22.2 01 09.09 07 14.28 25 45.45 06 10.9 26 25.00 02 22.2 02 18.18 07 14.28 10 18.18

- 165 - 03 05.4 00 00 02 22.2 01 09.09 07 14.28 05 09.09 06 10.9 00 00 03 33.3 02 18.18 07 14.28 05 09.09 10 18.1 00 00 00 00 02 18.18 07 14.28 00 00 15 27.2 26 25.00 00 00 00 00 07 14.28 00 00 15 27.2 00 00 00 00 03 27.27 07 14.28 10 18.18 00 00 26 25.00 00 00 00 00 00 00 00 00 ∑ 55 100 104 100 09 100 11 100 49 100 55 100 45 100 46 100 09 100 11 100 13 100 55 100 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 ∑ 45 100 46 100 09 100 11 100 13 100 55 100

- 169 - BDL BNA BNP Paris Bas NATIXIS SOCIETE Gle BADR % % % % % % 1 . 30 66.66 46 100 09 100 11 100 13 100 55 100 10 22.22 00 00 00 00 00 00 00 00 00 00 05 11.11 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 ∑ 45 100 46 100 09 100 11 100 13 100 55 100 2 . 45 100 46 100 09 100 11 100 13 100 55 100 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00

- 170 - ∑ 45 100 46 100 09 100 11 100 13 100 55 100 3 . 25 55.55 40 86.95 09 100 10 90.90 13 100 40 72.72 20 44.44 06 13.04 00 00 01 09.09 00 00 15 27.27 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 ∑ 45 100 46 100 09 100 11 100 13 100 45 100 4 . 05 11.11 20 43.47 08 88.88 10 90.90 13 100 45 81.81 35 77.7 20 43.47 01 11.1 01 09.09 00 00 10 18.18 05 11.11 06 13.04 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 ∑ 45 100 46 100 09 100 11 100 13 100 55 100 5 . 00 00 00 00 00 00 02 18.18 02 15.38 45 81.81 00 00 00 00 02 22.22 01 09.09 02 15.38 10 18.18 10 22.22 10 21.73 05 55.55 03 27.27 05 38.46 00 00

- 171 - 35 77.77 20 43.47 02 22.22 05 45.45 04 30.76 00 00 00 00 16 34.78 00 00 00 00 00 00 00 00 ∑ 45 100 46 100 09 100 11 100 13 100 55 55 6 . 15 33.33 00 00 09 100 10 90.90 11 84.61 40 72.72 20 44.44 10 21.73 00 00 01 09.09 01 07.69 15 27.27 10 22.22 10 21.73 00 00 00 00 01 07.69 00 00 00 00 15 32.60 00 00 00 00 00 00 00 00 00 00 11 23.91 00 00 00 00 00 00 00 00 ∑ 45 100 46 100 09 100 11 100 13 100 55 100 7 . 20 44.44 40 86.95 09 100 11 100 13 100 45 81.81 20 44.44 06 13.04 00 00 00 00 00 00 10 18.18 05 11.11 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 ∑ 45 100 46 100 09 100 11 100 13 100 45 100 8 .

- 172 - 10 22.22 00 00 07 77.77 10 90.90 10 76.92 00 00 25 55.55 20 43.47 01 22.22 01 09.09 00 00 00 00 10 22.22 10 21.73 00 00 00 00 00 00 05 09.09 00 00 10 21.73 01 22.22 00 00 03 23.07 40 72.72 00 00 06 13.04 00 00 00 00 00 00 10 18.18 ∑ 45 100 46 100 09 100 11 100 13 100 55 100 9 . 10 22.22 00 00 07 77.7 05 45.45 10 76.92 10 18.18 10 22.22 20 43.47 01 22.22 05 45.45 02 15.38 10 18.18 10 22.22 10 21.73 00 00 01 09.09 00 00 15 27.27 15 33.33 10 21.73 01 22.22 00 00 01 07.69 15 27.27 00 00 06 13.04 00 00 00 00 00 00 05 09.09 ∑ 45 100 46 100 09 100 11 100 13 100 55 100 10 . 40 88.88 46 100 09 100 11 100 13 100 55 100 05 11.11 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00

- 173 - ∑ 45 100 46 100 09 100 11 100 13 100 55 100 11 . 35 77.77 20 43.47 09 100 10 90.90 13 100 30 54.54 10 22.22 15 32.60 00 00 00 00 00 00 15 27.27 00 00 10 21.73 00 00 01 09.09 00 00 10 18.18 00 00 01 02.17 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 ∑ 45 100 46 100 09 100 11 100 13 100 55 100 12 . 00 00 00 00 02 22.22 03 27.27 02 15.38 00 00 00 00 00 00 01 11.11 05 45.45 02 15.38 00 00 10 22.22 00 00 05 55.55 02 18.18 01 7.69 00 00 20 44.44 46 100 01 11.11 01 09.09 06 46.15 00 00 15 33.33 00 00 00 00 00 00 02 15.38 55 100 ∑ 45 100 46 100 09 100 11 100 13 100 55 100 13 . 00 00 06 13.04 07 77.7 10 90.90 11 84.61 00 00

- 174 - 05 11.11 05 10.86 01 11.11 01 09.09 01 07.69 03 05.45 10 44.44 11 23.91 01 11.11 00 00 00 00 12 21.81 10 22.22 20 43.47 00 00 00 00 01 07.69 30 54.54 20 44.44 04 08.69 00 00 00 00 00 00 10 18.18 ∑ 45 100 46 100 09 100 11 100 13 100 55 100 14 . 10 22.22 35 76.08 09 100 11 100 11 84.61 40 72.72 10 22.22 05 10.86 00 00 00 00 02 15.38 15 27.27 10 22.22 06 13.04 00 00 00 00 00 00 00 00 15 33.33 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 ∑ 45 100 46 100 09 100 11 100 13 100 55 100 15 . 20 44.44 40 86.95 05 55.55 08 72.72 11 84.61 35 63.63 15 33.33 06 13.04 01 11.11 01 09.09 02 55.38 10 18.18 05 1.11 00 00 01 11.11 00 00 00 00 10 18.18 05 1.1 00 00 02 22.22 02 18.18 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 ∑ 45 100 46 100 09 100 11 100 13 100 55 100

- 175 - 16 . 40 88.88 35 76.08 05 55.55 08 72.72 11 84.61 30 54.54 05 11.11 11 23.91 01 11.11 01 09.09 02 15.38 15 27.27 00 00 00 00 01 11.1 00 00 00 00 10 18.18 00 00 00 00 02 22.22 02 18.18 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 ∑ 45 100 46 100 09 100 11 100 13 100 55 100 17 . 05 11.11 15 32.60 09 100 11 100 13 100 02 03.63 10 22.22 10 21.73 00 00 00 00 00 00 03 05.45 20 44.44 10 21.73 00 00 00 00 00 00 15 27.27 10 22.22 11 23.91 00 00 00 00 00 00 20 36.36 00 00 00 00 00 00 00 00 00 00 15 27.27 ∑ 45 100 46 100 09 100 11 100 13 100 55 100 18 . 00 00 06 13.04 05 55.55 05 45.45 11 84.61 20 36.36 05 11.11 15 32.60 03 03.33 05 45.45 02 15.38 20 36.36

- 176 - 10 22.22 09 19.56 01 11.11 01 09.09 00 00 15 27.27 20 44.44 16 16.46 00 00 00 00 00 00 00 00 10 22.22 00 00 00 00 00 00 00 00 00 00 ∑ 45 100 46 100 09 100 11 100 13 100 55 100 19 . 05 1.11 00 00 05 55.55 11 100 11 84.61 10 18.18 05 11.11 10 21.73 03 33.33 00 00 02 15.38 10 18.18 10 22.22 15 32.60 01 11.11 00 00 00 00 15 27.27 20 44.44 20 43.47 00 00 00 00 00 00 10 18.18 05 11.99 01 02.17 00 00 00 00 00 00 10 18.18 ∑ 45 100 46 100 09 100 11 100 13 100 55 100 20 . 05 11.11 06 13.04 09 100 11 100 13 100 20 36.36 30 66.66 15 32.60 00 00 00 00 00 00 10 18.18 05 11.11 05 10.86 00 00 00 00 00 00 15 27.27 05 11.11 10 21.73 00 00 00 00 00 00 10 18.18 00 00 10 21.73 00 00 00 00 00 00 00 00 ∑ 45 100 46 100 09 100 11 100 13 100 55 100

- 177 - 21 . 05 11.11 20 43.47 08 88.88 09 81.81 11 84.61 35 63.63 25 55.55 10 21.73 00 00 01 09.09 01 07.69 15 27.27 05 11.11 05 10.86 01 11.11 01 09.09 00 00 05 09.09 10 22.22 11 23.91 00 00 00 00 01 07.69 00 00 00 00 00 00 00 00 00 00 00 00 00 00 ∑ 45 100 46 100 09 100 11 100 13 100 55 100 22 . 05 11.11 40 86.95 09 100 10 90.90 11 84.61 55 100 15 33.33 06 13.04 00 00 01 09.09 01 07.69 00 00 10 22.22 00 00 00 00 00 00 00 00 00 00 10 22.22 00 00 00 00 00 00 01 07.69 00 00 05 11.11 00 00 00 00 00 00 00 00 00 00 ∑ 45 100 46 100 09 100 11 100 13 100 55 100

- 186 - ( 1980 ) Theron&Terblanche Alrubaiee& Al-Nazer Dwyer, Schurr& Oh Anderson

- 187 -

&Narus Morgan & Hunt

Mohr &Speckman Ganesan Barnes Wilson Young &Denize Blenkhorn& Mackenzie Palmatier& al 1 -2 -3 -4 - ( front- office( 5 -6 -7 -8

-- 188 --

9

-سيسكتن كنب

ةيمنتلا كنب

ةيللمحا

ةحلافلا كنب

ةيمنتلا و

ةيفيرلا

تييسوس كنب

لايرنج

نيطولا كنب

يرئازلجا

كنب

ابيرابيبنيب

- 127 - 1 -BDL 85 / 85 03 -03 -1985 273 13 -06 -1988

- 128 - 33 25 206 / 85 03 / 03 / 1985

-- 129 --

-- 130 -- 45 07 13 25 BNA 1966 13 / 06 / 1966 66 155 1 000 000 000 14.600.000.000

- 131 - 1 - 1 -1 - 1 - 2 – 2 - 3 -1 -3

-- 132 --

- 134 - 46 08 29 09 2 -BNP PARIS BAS BNP PARI BAS 100 % BNP PARI BAS 2002 10 09 04 03 02

- 135 - NATIXIS ALGERIE 2006 500 120 2006 6 2006 1.29 920 2005

- 136 - 11 05 04 02 SOCIETE GLE 1999 10 2010 70 13 04 05

- 137 - 04 BADR 82 106 07 1402 13 1982 11 16 / 03 / 1982





-- 138 -- 33 60 1983 286 38 6970 07 1982 1989 1982 1989 1999 1991 1992 24 1993 1994 1996 1998 ( 1999 -2005 )

- 139 - 2000 2001 2002 2005 12 1 . 2 . 3 . 1991 4 . 5 . 6 . 6 7 . 30 8 . 9 . 10 . 24 11 .

- 140 - 12 .

-- 141 -- 55 09 15 31

ةناملأا

- 142 - 1 BNA BNA BNA BNA

- 143 - BNA BNA 24 PLV ILV BNA E-Banking) ) BNA BNA

 _{- PLV : Promotion au lieu de vente} 

- 144 - 2 BADR BADR 1 -2 -3 -BADR Coffre

-

fort TAWFIR E- BANKING

- 145 -

RFJG ETTAHADI

- 146 - BADR BADR BADR 4 -BDL

- 147 - BDL ANGEM CNAC CIB DAB VISA Money Gram BDL BDL

- 148 -

:

-

.

-

.

-

- 149 - 1 -Société-Gle Société-Gle Carteperle Société-Gle GleSociété Société-Gle

- 150 - Société-Gle Société-Gle Société-Gle E-Banking 24 2 -NATIXIS NATIXIS NATIXIS

- 151 - NATIXIS NATIXIS NATIXIS

.

NATIXIS E-banking 7

- 152 - 3 -BNP Paribas BNP Paribas 1 -2 -3 -BNP

- 153 - 4 BNP Paribas BNP Paribas BNP Paribas E-banking

- 154 - 1 -( 06 ) BNP Pariba 6 / 1 3 / 1 2 -3

-- 155 -- 4 - SOCIETE Gle BNP 5

- 157 - ( E= P )  ( 07 :) ( ) ( ) BADR 55 55 BDL 45 45 BNA 46 46 BNP 09 09 NATIXIS 11 11 SOCIETE Gle 13 13  - E : Echantillon, P : Population

- 159 - ( 04 ) 01 ) ( 04 )

- 161 - BDL BNA BNP Paris Bas NATIXIS SOCIETE Gle BADR % % % % % % 45 100 46 100 00 00 00 00 00 00 55 100 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 09 100 11 100 13 100 00 00 ∑ 45 100 46 100 09 100 11 100 13 100 55 100 29 48 10 09 14 32 25 55.5 29 63.04 06 66.6 06 54.5 08 61.54 39 70.90 20 44.4 17 36.95 03 33.3 05 45.4 05 38.46 16 29.10 ∑ 45 100 46 100 09 100 11 100 13 100 55 100

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25

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05 11.1 10 21.74 04 44.4 06 54.5 05 38.46 16 29.10

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35

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17 36.9 14 30.43 05 55.5 05 45.4 06 46.15 32 58.18

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45

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16 35.5 14 30.43 00 00 00 00 02 15.39 13 03.25

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55

-65

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07 15.5 08 17.40 00 00 00 00 00 00 04 07.27 ∑ 45 100 46 100 09 100 11 100 13 100 55 100 25 55.5 12 26.08 00 00 00 00 00 00 16 29.10 20 44.4 34 73.92 09 100 11 100 13 100 39 70.90 00 00 00 00 00 00 00 00 00 00 00 00 ∑ 45 100 46 100 09 100 11 100 13 100 55 100

- 162 - 1 5 01 2.17 08 17.40 01 11.1 02 18.1 04 30.76 13 23.63 5 10 04 08.8 11 23.92 05 55.5 09 81.8 07 53.84 06 10.90 10 15 17 36.9 12 26.08 03 33.3 00 00 02 15.40 23 41.81 15 20 13 28.8 12 26.08 00 00 00 00 00 00 07 12.72 20 10 22.2 03 06.52 00 00 00 00 00 00 06 10.90 ∑ 45 100 46 100 09 100 11 100 13 100 55 100 07 15.5 08 17.40 04 44.4 05 45.4 04 30.76 09 16.36 13 28.8 29 63.04 03 33.3 04 36.3 05 38.46 15 27.27 25 55.5 09 19.56 02 22.2 02 18.1 04 30.76 31 56.36 ∑ 45 100 46 100 09 100 11 100 13 100 55 100 04 08.8 04 08.70 02 22.2 03 27.2 02 15.38 13 23.63 02 04.4 05 10.86 01 11.1 03 27.2 01 07.69 10 18.18 00 00 00 00 02 22.2 00 00 01 07.69 00 00 07 15.5 09 19.56 01 11.1 02 18.1 02 15.38 19 34.54 02 04.4 00 00 00 00 00 00 01 07.69 00 00 04 08.8 04 08.70 00 00 00 00 01 07.69 00 00 01 02.2 04 08.70 00 00 00 00 01 07.69 00 00 01 02.2 00 00 00 00 00 00 00 00 00 00 03 06.6 07 15.22 00 00 00 00 01 07.69 00 00 12 26.6 09 19.56 00 00 00 00 01 07.69 00 00 04 08.8 04 08.70 01 11.1 02 18.1 01 07.69 13 23.54 05 11.1 00 00 02 22.2 01 09.0 01 07.69 00 00 ∑ 45 100 46 100 09 100 11 100 13 100 55 100 40 25.8 26 24.53 02 22.2 03 27.2 10 21.27 13 23.63 40 25.8 20 18.87 01 11.1 03 27.2 12 25.53 13 23.63 45 29.0 40 37.74 02 22.2 03 27.2 13 27.65 19 34.54

- 163 - 30 19.3 13 12.26 02 22.2 00 00 10 21.27 00 00 00 00 07 06.60 02 22.2 02 18.1 04 08.51 10 18.18 ∑ 155 100 106 100 09 100 11 100 47 100 55 100 00 00 00 00 09 100 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 45 100 46 100 00 00 11 100 13 100 55 100 ∑ 45 100 46 100 09 100 11 100 13 100 55 100 00 00 00 00 09 100 00 00 00 00 00 00 45 100 46 100 00 00 11 100 13 100 55 100 ∑ 45 100 46 100 09 100 11 100 13 100 55 100 00 00 26 25.00 02 22.2 01 09.09 07 14.28 25 45.45 06 10.9 26 25.00 02 22.2 02 18.18 07 14.28 10 18.18 03 05.4 00 00 02 22.2 01 09.09 07 14.28 05 09.09 06 10.9 00 00 03 33.3 02 18.18 07 14.28 05 09.09 10 18.1 00 00 00 00 02 18.18 07 14.28 00 00 15 27.2 26 25.00 00 00 00 00 07 14.28 00 00 15 27.2 00 00 00 00 03 27.27 07 14.28 10 18.18 00 00 26 25.00 00 00 00 00 00 00 00 00 ∑ 55 100 104 100 09 100 11 100 49 100 55 100 45 100 46 100 09 100 11 100 13 100 55 100 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 ∑ 45 100 46 100 09 100 11 100 13 100 55 100

- 166 - 50 % ، 50 .% BNA BADR ا 48 32 BDL بـ 29 SOCIETEGle كنب NATIXIS 09 ثاونس يفظوم BDL نم 55.5 % 44.4 % BNA 63.4 % 36.9 % كنب BNP تبسنف 66 6 % 33 NATIXIS 54.5 % 45 4 % ا كنب SOCIETEGle مت 61.54 % 38.4 % كنب BADR متف 70.9 % 29 1 % BDL 35 45 36.9 % BNA 35 45 45 55 30.4 % BNP 55.5 % 35 و 45 NATIXIS 54.5 % ، SOCIETEGle 46 1 % 53 و 45 كنب BADR 58.1 % نيب ام 35 و 45 تنس . دراوملل 100 % BDL 55 5 % BNA 73.9 % BADR 70 9 % BDL 10 15 36 9 % BNA 10 15 15 20 تنس 26.08 % BNP

- 167 - 05 10 55 55 % NATIXIS 81.8 % SOCIETEGle 53.8 % BADR 10 15 41.8 % BDL ة 55.5 % BNA 63.04 % BNP NATIXIS 44.4 % 45 5 % SOCIETEGle 38.46 % BADR 56.36 % . BDL 26.6 % 15.5 % BNA 19.56 % BNP NATIXIS SOCIETEGle ىلع 22.2 % 27.20 % ، 15.38 % BADR 34.54 % . BNP 100 % BNP BDL 27.20 % BNP SOCIETEGle 25.0 % NATIXIS 27.27 % BADR 45.45 % .

- 168 - 09

- 169 - BDL BNA BNP Paris Bas NATIXIS SOCIETE Gle BADR % % % % % % 1 . 30 66.66 46 100 09 100 11 100 13 100 55 100 10 22.22 00 00 00 00 00 00 00 00 00 00 05 11.11 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 ∑ 45 100 46 100 09 100 11 100 13 100 55 100 2 . 45 100 46 100 09 100 11 100 13 100 55 100 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 ∑ 45 100 46 100 09 100 11 100 13 100 55 100 3 . 25 55.55 40 86.95 09 100 10 90.90 13 100 40 72.72 20 44.44 06 13.04 00 00 01 09.09 00 00 15 27.27 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 ∑ 45 100 46 100 09 100 11 100 13 100 45 100 4 . 05 11.11 20 43.47 08 88.88 10 90.90 13 100 45 81.81 35 77.7 20 43.47 01 11.1 01 09.09 00 00 10 18.18

- 170 - 05 11.11 06 13.04 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 ∑ 45 100 46 100 09 100 11 100 13 100 55 100 5 . 00 00 00 00 00 00 02 18.18 02 15.38 45 81.81 00 00 00 00 02 22.22 01 09.09 02 15.38 10 18.18 10 22.22 10 21.73 05 55.55 03 27.27 05 38.46 00 00 35 77.77 20 43.47 02 22.22 05 45.45 04 30.76 00 00 00 00 16 34.78 00 00 00 00 00 00 00 00 ∑ 45 100 46 100 09 100 11 100 13 100 55 55 6 . 15 33.33 00 00 09 100 10 90.90 11 84.61 40 72.72 20 44.44 10 21.73 00 00 01 09.09 01 07.69 15 27.27 10 22.22 10 21.73 00 00 00 00 01 07.69 00 00 00 00 15 32.60 00 00 00 00 00 00 00 00 00 00 11 23.91 00 00 00 00 00 00 00 00 ∑ 45 100 46 100 09 100 11 100 13 100 55 100 7 . 20 44.44 40 86.95 09 100 11 100 13 100 45 81.81 20 44.44 06 13.04 00 00 00 00 00 00 10 18.18 05 11.11 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 ∑ 45 100 46 100 09 100 11 100 13 100 45 100 8 . 10 22.22 00 00 07 77.77 10 90.90 10 76.92 00 00 25 55.55 20 43.47 01 22.22 01 09.09 00 00 00 00 10 22.22 10 21.73 00 00 00 00 00 00 05 09.09

- 171 - 00 00 10 21.73 01 22.22 00 00 03 23.07 40 72.72 00 00 06 13.04 00 00 00 00 00 00 10 18.18 ∑ 45 100 46 100 09 100 11 100 13 100 55 100 9 . 10 22.22 00 00 07 77.7 05 45.45 10 76.92 10 18.18 10 22.22 20 43.47 01 22.22 05 45.45 02 15.38 10 18.18 10 22.22 10 21.73 00 00 01 09.09 00 00 15 27.27 15 33.33 10 21.73 01 22.22 00 00 01 07.69 15 27.27 00 00 06 13.04 00 00 00 00 00 00 05 09.09 ∑ 45 100 46 100 09 100 11 100 13 100 55 100 10 . 40 88.88 46 100 09 100 11 100 13 100 55 100 05 11.11 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 ∑ 45 100 46 100 09 100 11 100 13 100 55 100 11 . 35 77.77 20 43.47 09 100 10 90.90 13 100 30 54.54 10 22.22 15 32.60 00 00 00 00 00 00 15 27.27 00 00 10 21.73 00 00 01 09.09 00 00 10 18.18 00 00 01 02.17 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 ∑ 45 100 46 100 09 100 11 100 13 100 55 100 12 . 00 00 00 00 02 22.22 03 27.27 02 15.38 00 00 00 00 00 00 01 11.11 05 45.45 02 15.38 00 00 10 22.22 00 00 05 55.55 02 18.18 01 7.69 00 00

- 172 - 20 44.44 46 100 01 11.11 01 09.09 06 46.15 00 00 15 33.33 00 00 00 00 00 00 02 15.38 55 100 ∑ 45 100 46 100 09 100 11 100 13 100 55 100 13 . 00 00 06 13.04 07 77.7 10 90.90 11 84.61 00 00 05 11.11 05 10.86 01 11.11 01 09.09 01 07.69 03 05.45 10 44.44 11 23.91 01 11.11 00 00 00 00 12 21.81 10 22.22 20 43.47 00 00 00 00 01 07.69 30 54.54 20 44.44 04 08.69 00 00 00 00 00 00 10 18.18 ∑ 45 100 46 100 09 100 11 100 13 100 55 100 14 . 10 22.22 35 76.08 09 100 11 100 11 84.61 40 72.72 10 22.22 05 10.86 00 00 00 00 02 15.38 15 27.27 10 22.22 06 13.04 00 00 00 00 00 00 00 00 15 33.33 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 ∑ 45 100 46 100 09 100 11 100 13 100 55 100 15 . 20 44.44 40 86.95 05 55.55 08 72.72 11 84.61 35 63.63 15 33.33 06 13.04 01 11.11 01 09.09 02 55.38 10 18.18 05 1.11 00 00 01 11.11 00 00 00 00 10 18.18 05 1.1 00 00 02 22.22 02 18.18 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 00 ∑ 45 100 46 100 09 100 11 100 13 100 55 100 16 . 40 88.88 35 76.08 05 55.55 08 72.72 11 84.61 30 54.54 05 11.11 11 23.91 01 11.11 01 09.09 02 15.38 15 27.27 00 00 00 00 01 11.1 00 00 00 00 10 18.18 00 00 00 00 02 22.22 02 18.18 00 00 00 00

- 173 - 00 00 00 00 00 00 00 00 00 00 00 00 ∑ 45 100 46 100 09 100 11 100 13 100 55 100 17 . 05 11.11 15 32.60 09 100 11 100 13 100 02 03.63 10 22.22 10 21.73 00 00 00 00 00 00 03 05.45 20 44.44 10 21.73 00 00 00 00 00 00 15 27.27 10 22.22 11 23.91 00 00 00 00 00 00 20 36.36 00 00 00 00 00 00 00 00 00 00 15 27.27 ∑ 45 100 46 100 09 100 11 100 13 100 55 100 18 . 00 00 06 13.04 05 55.55 05 45.45 11 84.61 20 36.36 05 11.11 15 32.60 03 03.33 05 45.45 02 15.38 20 36.36 10 22.22 09 19.56 01 11.11 01 09.09 00 00 15 27.27 20 44.44 16 16.46 00 00 00 00 00 00 00 00 10 22.22 00 00 00 00 00 00 00 00 00 00 ∑ 45 100 46 100 09 100 11 100 13 100 55 100 19 . 05 1.11 00 00 05 55.55 11 100 11 84.61 10 18.18 05 11.11 10 21.73 03 33.33 00 00 02 15.38 10 18.18 10 22.22 15 32.60 01 11.11 00 00 00 00 15 27.27 20 44.44 20 43.47 00 00 00 00 00 00 10 18.18 05 11.99 01 02.17 00 00 00 00 00 00 10 18.18 ∑ 45 100 46 100 09 100 11 100 13 100 55 100 20 . 05 11.11 06 13.04 09 100 11 100 13 100 20 36.36 30 66.66 15 32.60 00 00 00 00 00 00 10 18.18 05 11.11 05 10.86 00 00 00 00 00 00 15 27.27 05 11.11 10 21.73 00 00 00 00 00 00 10 18.18

- 174 - 00 00 10 21.73 00 00 00 00 00 00 00 00 ∑ 45 100 46 100 09 100 11 100 13 100 55 100 21 . 05 11.11 20 43.47 08 88.88 09 81.81 11 84.61 35 63.63 25 55.55 10 21.73 00 00 01 09.09 01 07.69 15 27.27 05 11.11 05 10.86 01 11.11 01 09.09 00 00 05 09.09 10 22.22 11 23.91 00 00 00 00 01 07.69 00 00 00 00 00 00 00 00 00 00 00 00 00 00 ∑ 45 100 46 100 09 100 11 100 13 100 55 100 22 . 05 11.11 40 86.95 09 100 10 90.90 11 84.61 55 100 15 33.33 06 13.04 00 00 01 09.09 01 07.69 00 00 10 22.22 00 00 00 00 00 00 00 00 00 00 10 22.22 00 00 00 00 00 00 01 07.69 00 00 05 11.11 00 00 00 00 00 00 00 00 00 00 ∑ 45 100 46 100 09 100 11 100 13 100 55 100

- 178 - BNP SOCIETEGle NATIXIS BNA BADR 100 % BDL 66.66 % . BNP SOCIETEGle 100 % NATIXIS 90.90 % BNA 86 95 % BADR 72.72 % BDL 55 55 % SOCIETEGle 100 % NATIXIS 90.90 % BNP 88.88 % BADR 81.81 % BNA 43.47 % BDL 77.77 % BADR 81.81 % BDL ب 77 77 % BNP 55.55 % NATIXIS 45.45 % BNA 43.47 % BNP 100 % NATIXIS 90.90 % SOCIETEGle 84.61 BADR 72 72 %

- 179 - BDL 44.44 % BNA 32.60 % 100 % BDL 44.44 % BNA 86.95 % BADR 81.81 % ، NATIXIS 90.90 % BNP 77 77 % SOCIETEGle 76.92 % BDL 55.55 % BNA 43.47 % BADR 72.72 % ، BNP 77.77 % SOCIETEGle 76.92 % NATIXIS 45.45 % BNA 43.47 % BDL BADR 33.33 % 27 27 % 27.27 % ، BNP SOCIETEGle NATIXIS 100 % 100 % 90 90 % BDL BADR BNA 77 77 % 54 54 43 47 % BADR 100 % BNA 100 % SOCIETEGle 46 15 % BDL 44.44 % BNP 55 55 % NATIXIS 45 45 %

- 180 - NATIXIS 90 90 % SOCIETEGle 84.61 % BNP 77 77 % BDL 44 44 % BADR BNA 54 54 % 43.47 % NATIXIS BNP 100 % SOCIETEGle 84 61 % BNA 76 08 % BADR 72 72 % BDL 33 33 % BNA 86 95 % SOCIETEGle 84 61 % NATIXIS 72 72 % BADR 63 63 % BNP 55 55 BDL 44 44 % BDL 88.88 % ، SOCIETEGle 84 61 % BNA 76.08 % NATIXIS 72.72 % BNP 55 55 % BADR 54 54 % 100 % 32 60 % BDL 44 44 % BADR 36 36 % SOCIETEGle 84.61 % BNP 55 55 % NATIXIS 45 45 % BADR 36 36 % BNA 32 60 % BDL 44 44 % 100 % BADR 27 27 % 44 44 % BDL 43 47 % BNA

- 181 - 100 % BADR 36 36 % BDL BNA % 32.60 % . BNP SOCIETEGle NATIXIS 88 88 % 84.61 % 81 81 % BADR BNA 63 63 43 47 % BDL 55.55 % BNP BADR 100 NATIXIS 90 90 % BNA 86 95 % SOCIETEGle 84 61 % BDL 33 33 %

- 182 -

BNP ،

1

1

2 1

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-5

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-4 4

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-6

-12 -13 -14 15 -16 -17

-7

-18 -19 -20 -21 -22

-8

23

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01 13 02 16 03 48 04 54 05 56 06 57 07 77 08 90 09 119 10 120 11 121 12 122 13 129 14 133 15 141

01

04

1 10 06 12

07 13 08 10 14 11 13 25 14 19 33 20 21 25 26 27 28 31 32 34

35 53 36 39 54 40 42 58 43 53 61 54 57 65 58 105

60

61 62 66 67 71 72 75 76 79

80 81 83 84 88 89 91 92 94 95 98

99 100 101 104 105 110 111 114 115 122 123

125 298 126 299 317 127 141 318 142 148 326 149 153 339 154 155 346 156 348 157 158 349 159 351 160 165 356 6 167 366 168 375 169 177 376 178 181 433 182 183 444 184 474 476 186 478 486

01 19 02 50 03 69 04

IMP

82 05 99 06 106 07 157 08 161 09 169

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-10 - 2 -2 5 -ٚ جاخٔلإا ةرادإ 6 -ٚ ةرادإ

-11 - 1 -2 -3 -4 -BDD 1 -2 -3 7 www.wikipédia.com visiter le : 18/10/2014.

-12 - 4 -5 -D.A.Garvin ( 5 ) 1 -2 -3 -4 -5 -(Peter Senge) ( R.Daft ) 06 8

- Harvard Business، revu juin – juillet 1993 P : 105

،ْاّع ،عٌزٛخٌا ٚ رشٌٍٕ قارٌٛا تسسؤِ ،ثاٍٍّعٌا ٚ ثاٍدٍحارخسلاا ٚ ٍُ٘افٌّا ،تفرعٌّا ةرادإ ،ُدٔ دٛبع ُدٔ 2004 ص، : 268 9

-13 - 01 269 10 269

-14 - ، " ًدٍحارخسلاا ءادلأا ٍٍُمح : ٓئابسٌا ءاضرإ ٚ ٍٍِٓاعٌا ءادأ " ،ةر٘امٌا ،هٍّب،ةرادلإٌ تٌٍّٕٙا ءاربخٌا سورِ ، 2001 ص ، : 102 11

-15 - 12 د . ،ًسرِ ياّخ د ، سٌردا جباث " تٍدٍحارخسلإا ةرادلإا " ،ىٌٚلأا تعبطٌا ،تٍمٍبطح جرأّٚ ٍُ٘افِ ، 2002 ص ، 214 .

-16 - ( 02 :) 214 S : Seven S S » « Mc Kinsey Structure Staff Strategy د . د ٚ سٌردا ثباث . ،ًسرِ ياّخ جرِ ع ،ٖرور كبس ص : 214 13

ثاداذِلإا جاخٔلإا ثاداذِلإا عٍبٌا ثاِذخٌا

تٍٍخاذٌا تٍخراخٌا كٌٛسخٌا ٚ

-17 - Style Procedures and Systems Skills Shared Values

-S.A.V) .)

-.M) S. I .)

-18 -

-19 - ( 01 ) 21 1999 131

-20 -

-21 -

14

CD. Encyclopédie Microsoft ® Encarta 2001©،2003.-1993 Microsoft corporation.

15.Kotler P، Dubois B، " Marketing Management" ،Edition Union Public، 10emeEdition، Paris، 2000، p 47.

16 1999 20 17 1996 457 18 1994 7

-22 - 19 1994 239

-23 - 20 458

-24 -

-25 -

-26 - Hunt

-Hunt 22

-27 -

-28 - ( In put ) ( Out put ) 2004 2000 46 23

-29 -

-30 -

-IBM 24 ،ٖرور كبس عخرِ ،ًخخب ٍُ٘اربإ د ص : 47

-31 - SMS 25 ا . يرىٌا ذبع ءإسَ ٍَٛعٌا تٍٍو،تفرعٌّا ةرادإ يٛح ًٌٚذٌا ىمخٌٍّا ،تفرعٌّا ةرادإ ثاٍٍّع ًف ياصحلاا ٚ ثاٍِٛعٌّا ثاٍخٌٕٛٛىح رٚد ، ربّفٛٔ،ةرىسب تعِاخ،رٍٍسخٌاٚ تٌداصخللاا 2005 ص، : 237

-32 -

-SAV) )

-TIC 26 -ص،ٖرور كبس عخرِ، ٌُرىٌا ذبع ءإس : 238 27 د . ،ٖرور كبس عخرِ ،ًخخب ٍُ٘اربإ ص : 48

-33 - TIC ( LPSOS ) 2006 45 ℅ رٍخسخاِ تٌاسر ،ًمٌٛسخٌا حٌسٌّا يلاخ ِٓ ،ْٛبسٌا ٛحٔ ٗخٛخٌا ًٍعفح ٚ ًٔٚرخىٌلاا كٌٛسخٌاٌ ،يداعس ءاسٕخٌا تٍٍو ،ةذخ ٓب فسٌٛ ٓب تعِاخ تٕس ،رٍٍسخٌا ٍَٛع ٚ تٌداصخللاا ٍَٛعٌا 2005 -2006 ص ، : 23 28 29

-34 - Cannon et Perreauet 30 ص ،ٖرور كبس عخرِ ،ُعٌّٕا ذبع ْاٍٙخ د 213 .

-35 -

-36 - ( 1920 ) 1920 31 -ًخزربٌا ًّٙف ذّحأ ،يراٚربٌا ذٍدٌّا ذبع راسٔ " كٌٛسخٌا ثاٍدٍحارخسا : ٍُ٘افِ -سسأ -فئاظٚ " ،رشٌٍٕ ًئاٚ ،ْاّع ، 2004 ص ، 11 .

-37 -

-( 1920 -1950 ) 1929 ) ، ٍُح يٛب ، " 50 ٓئابسٌاب ظافخحلاٌ تلرط " ىٌٚلأا تعبطٌا، 1996 ص، : 54 32

-38 - 1950 ) 33 ،ةرٍحب رىبٛبأ " تٍّٕخٌا ًف ٖرٚدٚ كٌٛسخٌا " ،يزاغٕب سٌٔٛرال تعِاخ ثارٛشِٕ ،ىٌٚلأا تعبطٌا ، 1993 ص ص ، 27 -36.

6 _{-P .Kotler et B. Dubois، « «Marketing management، eleventh édition (N، j : prentice، Inc، 2000)، Translated}

by D.Manceau، Marketing management، 11eme ed، 2004، pp : 26-33.

35 ،يٛحٌ تٍِاس تثحابٌا " تٍسفإخٌا اٌاسٌّاٚ كٌٛسخٌا " رضخٌ جاحٌا تعِاخ ،ٖارٛخود تحٚرطأ ،رئاسدٌا ًف ءاٚذٌٍ ياذٍص عّدِ تٌاح تسارد ، تٕس ،تٕحاب 2007 ، -2008 ص ، 26 .

-39 -

-40 - ( 26 ℅ 1 -5 .℅ F.M.N) )  20 40 36

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37

-Ronalds Swift، OP Cit، p 57.



-41 - 15 20 5 Marketing Cluster Marketing Personalized ) ( P.M 5 38 ٓئابسٌا ثاللاعٌا ةرادإ جفٌٛس ذٔلاٚر : ،ةرشاعٌا تٕسٌا ٍٍّٓعٌا َلاعلإٌ تٍبرعٌا تورشٌا ،ياّعلأا ًخرٚ رٌذٌّا بخو ،كٌٛسخٌا اٍخٌٕٛٛىح ياِ ،عساخٌا دذعٌا 2002 دذعٌا ، : 225 ص ، : 03

-42 - ( S.A.V ) 39 -د . ،ٓسح ذّحأ ٌٓذٌا رخف َاٌٙا " ثاللاعٌاب كٌٛسخٌا " تٌٚد ،تحٚذٌا ،ثاٌذحخٌاٚ صرفٌا ، ًبرعٌا ٓطٌٛا ًف كٌٛسخٌا ،ًٔاثٌا ًبرعٌا ىمخٌٍّا ، ،رطل 6 -8 ربٛخوأ 2003 ص ص 406 -407 . 40 18 41 70

-43 - 1995 2006 2004

-44 - ) Non rationnel ) 42 2006 22 43 2006 12

-45 - MAX U (x, y) S/c R = Px.X + Py. Y C.P .P) ) 44 2000 44 45

-46 - C .C.M) ) C.N.R) ) 46 1998 250

-47 - ( 80 × 20 ) 20 % كمحٌ 80 % ( 20 % 80 % 90 × 10 ) ( 60 × 40 ) ( 90 × 10 ) 10 % 90 % 47

-P ، Kotler ، B، Dubois ، op.-cit. ، p140.

-48 - ( 03 :) 2002 82 48 1998 258 49 2002 82

نٛىش ْٛبز

ْٛبسٌا

ًّخحٌّا

رٍغ ْٛبسٌا

ً٘ؤٌّا

ْٛبسٌا

ذٌذدٌا

ْٛبسٌا

ذٍعٌّا

ْٛبسٌا

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ْٛبسٌا

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ْٛبسٌا

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ْٛبسٌا

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ياعف رٍغ ْٛبز

-49 - 50 2006 42

-50 - ( 02 )

-51 -

-52 -

-53 - 2003

-54 - ( 04 :)

Source : P ، Kotler ، B، Dubois ، op.-cit. ، p: 27.

51 1992 06

اٍٍعٌا ةرادلإا

ثاراطلإا

ْٛفظٌّٛا

ٓئابسٌا

اٍٍعٌا ةرادلإا

ثاراطلإا

ْٛفظٌّٛا

ٓئابسٌا

-55 -

-1

-2

-SIM 52 7

-56 - ( 05 :) 7 53 1998 38

-57 - ( 06 ) 54 27

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- 62 - (Gummesson) ةرصاعملا

Ford

1980 56

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Turnbull & Wilson 1989 Grönroos 1989 Zepiel 1990 60

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58

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Morgan & Hunt 1993 62 Gummesson 1994 63 Sheth 1994 Gruen 1997 Harker 1999 64

61 _{- Shani.D, Chalasani.S, « exploiting niches using relationship marketing », journal of Business strategy, vol 6,}

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62

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74_{-Christopher H..Lovelock , « Services Marketing »,Englewood cliffs,NJ :prentice – Hall,2000,p 26} 75_{-www . MSN Learning and research- print view- marketing com.}

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AndersonetNarus 1991 TmetRm ElleuGarbarino 1999 1997 DowlingetUncles 79 409 80 ص ،قباسلا عجرملا سفو : 410 81

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- 76 -

FournieretDobsche Nick

1998

Werner J. Reinartzet V. kuner

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- 78 - ( 07 )

- 79 - ( Webster 1990) و Day et kalwani 1994) ) د . عىملا ذبع ناهيج م ص ،يركر قبس عجرم ، : 33 84

- 80 -

McDonald

- 81 - ( IMP )  و ( CMP )  

I.M.P: Industrial marketing purchasing.



- 82 - IMP IMP 1976 1982 20 86

Lyon, Ludwig Maximilians, Uppsala, Bath, Umist

IMP

1982 Hakansson

1986

86_{- Véronique Des Garets et al, « L’approche relationnelle dans les banques : mythes ou réalité », revue française}

- 83 - 87 ( 04 :) IMP ( 03 ) ( 01 ) ( 04 ) ( 02 ) ( 01 ) ( 02 ) ( 03 ) 87 _{- Ibid, P : 125}

- 84 -

( 04 )

- 85 - ( 1970 ) Christian Grönroos ، Grönroos ( P 4 ) Grönroos

- 86 - 88 1 -2 -3 -4 -5 -6 ö

- 87 - 7 -8 -Grönroos Evert Gummesson IMP Gummesson89 ( 30 ) 90 Grönroos

- 88 -

Gummesson

Parvatiyer & sheth

IMP 91 ( 03 )

-

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