International en Marketing COSIM 1

Le Digital au service du marketing,
de la vente et de la relation client
Ecole Nationale de Commerce et de Gestion
de Kénitra, 1er et 2 décembre 2016
1 édition
ère
Colloque Scientifique
International
en Marketing
Appel à Communication
Partenaires du COSIM 2016
COSIM

!"#$%&'()*+*,-)##
!"#$% &'()*+,% +#% -./"0.1"*0,% +,% 2,34,034,% ,5% !3*,53,$% +,% 6,$1*"5% +,$%
70).5*$.1*"5$%8LRSGO9:%&'(;#*<,%+,%0,34,034,%=%>1#+,$%,1%?(3*$*"5$%!10.1()*;#,$%@%8>2A
EDéS9%"0).5*$,%&.%<0,B*C0,%(+*1*"5%+#%D"&&";#,%!3*,51*E*;#,%F51,05.1*"5.&%,5%G.0H,1*5)%
8COSIM9%$"#$%&,%14CB,%=%-,%?*)*1.&%.#%$,0I*3,%+#%B.0H,1*5):%+,%&.%I,51,%,1%+,%&.%0,&.1*"5%
3&*,51% @:% &,$% J,0% ,1% KL% +(3,B/0,% LKJM% N% &'>3"&,% O.1*"5.&,% +,% D"BB,03,% ,1% +,% 6,$1*"5%
8ENCG9%+,%P(5*10.Q%%
D,%3"&&";#,%,$1%&,%R0#*1%+'#5,%0(E&,S*"5% <0"R"5+,%$#0% &'(I"&#1*"5%+,%&T(3"$U$1CB,%
+,$%"0).5*$.1*"5$%;#*%$T.IC0,%.#V"#0+'4#*%+,%<&#$%,5%<&#$%,S*),51:%5"I.1,#0%,1%.I,01*Q%-,$%
$10.1()*,$% +,% I,51,% ,1% +'"RR0,% +,% $,0I*3,$% 10.+*1*"55,&&,$% $,B/&,51% 0(I"&#,$Q% >&&,$% $"51%
3"5$*+(0(,$%+($"0B.*$%3"BB,%*5$#RE*$.51,$%<"#0%&,%+(I,&"<<,B,51%+,$%<0"+#*1$%,1%+,$%
$,0I*3,$:%3"55,31($%,510,%.#10,$:%.E*5%+,% $.1*$R.*0,%&,$%/,$"*5$:%<0"I";#,0%&'.31,%+'.34.1%
+,$%3&*,51$%<"#0%.*5$*%&,$%E*+(&*$,0%,1%(1./&*0%#5,%0,&.1*"5%<(0,55,%,1%<,0$"55.&*$(,%,510,%
3,$%+,05*,0$%,1%&.%B.0;#,Q%
-'"/V,31*R%+,%3,11,%B.5*R,$1.1*"5%,$1%+,%30(,0%#5%0($,.#%+,%<.01.),%,1%+'(34.5),%+,%
3"55.*$$.53,$%,1%+',S<(0*,53,$%,510,%34,034,#0$%#5*I,0$*1.*0,$%,1%<0"R,$$*"55,&$%.#1"#0%
+#%B.0H,1*5)%+*)*1.&Q%D,%$,0.%&'"33.$*"5%+,%+*$3#1,0%+#%0W&,%;#,%V"#,%&,%+*)*1.&%,5%1.51%;#,%
$#<<"01%.#S%"#1*&$%3"BB,03*.#S%3&.$$*;#,$%I*$.51%&'.31*I.1*"5%+,%&.%I,51,:%&'.B(&*"0.1*"5%
+,%&'"RR0,%+,%$,0I*3,%,1%&,%+(I,&"<<,B,51%+,%&.%0,&.1*"5%3&*,51%+.5$%&T#5*I,0$%(B,0),.51%+#%
X,/%YQK%,1%+,%&TF51,05,1%+,$%"/V,1$Q%%
-,$% 0($"&#1*"5$:% 0,34,034,$% ,1% 3"53&#$*"5$% +,% 3,% 3"&&";#,% 0,<0($,51,0"51% #5,%
<&.1,R"0B,% $"&*+,% <"#0% &,% +(I,&"<<,B,51% +#% 3&*B.1% ,510,<0,5,#0*.&% B.0"3.*5% ,1% $"5%
*51,03"55,S*"5% .I,3% &,$% /"55,$% <0.1*;#,$% *51,05.1*"5.&,$Q% O"#$% ,$<(0"5$% ;#,% $,$%
0($#&1.1$%<.01*3*<,0"51%N%&.%3"5$"&*+.1*"5%+'#5%,5I*0"55,B,51%+,$%.RR.*0,$%0(<"5+.51%.#%
B*,#S%.#S%,S*),53,$%3"BB,03*.&,$%,1%$'.&*)5.51%$#0%&,$%(I"&#1*"5$%1,345"&")*;#,$%,1%$#0%
&,$%*55"I.1*"5$:%,5%)(5(0.&:%.#1"#0%+#%X,/%,5%<.01*3#&*,0Q%
-,$% 34,034,#0$% .U.51% #5% *51(0Z1% <"#0% &,% $#V,1% +#% 3"&&";#,% $"51% *5I*1($% N% 5"#$%
3"BB#5*;#,0% &,#0$% .01*3&,$% $3*,51*E*;#,$% "#% (1#+,$% +,% 3.$% .I.51% &,% ./# -0*-1%(# 23/4Q%
O"#$% $,0"5$% <.01*3#&*C0,B,51% .11,51*R$% .#S% 10.I.#S% +,% 0,34,034,% *55"I.51$% ,1% N% R"01,%
I.&,#0%.V"#1(,%$#0%&,$%14CB,$%.$$"3*($%.#S%$10.1()*,$%B.0H,1*5)%,1%3"BB,03*.&,$%,1%.#S%
+*$3*<&*5,$%0.11.34(,$Q%
-,$%3"BB#5*3.1*"5$%.33,<1(,$%$,0"51%<#/&*(,$%$"#$%+,#S%R"0B,$%[%#5,%$(&,31*"5%
+'.01*3&,$%R,0.%&'"/V,1%+'#5,%<#/&*3.1*"5%+.5$%#5,%0,I#,%$<(3*.&*$(,%,1%&,$%.31,$%+#%3"&&";#,%
R,0"51%&'"/V,1%+'#5,%<#/&*3.1*"5%$<(3*E*;#,Q

5"#6789('#:('#;-99<),0+*,-)'# #
-,$% 34.B<$#<"#I.51% R.*0,% &'"/V,1% +'#5,% 3"BB#5*3.1*"5% $"51% I"&"51.*0,B,51% +*I,0$% ,1%
I.0*($Q%%
\%1*10,%*5+*3.1*R:%,1%$.5$%;#'*&%$'.)*$$,%*3*%+'#5,%&*$1,%,S4.#$1*I,:%*&%,$1%5"1.BB,51%<"$$*/&,%
+'./"0+,0%&,$%14CB,$%$#*I.51$%[%%
•G.0H,1*5)%+*)*1.&%B"/*&,%
•F51,05,1%,1%&,%B*S%B.0H,1*5)%
•>S<(0*,53,%3&*,51%,5%&*)5,%
•G.0H,1*5)%+*)*1.&%,1%<,0$"55.&*$.1*"5%
•,AD"BB,03,%,1%+*$10*/#1*"5%B#&1*3.5.&%
•!"3*.&%3"BB,03,%%
•-,%+*)*1.&:%&.%B.0;#,%,1%&.%0,&.1*"5%3&*,51%
•G(+*.$%$"3*.#S%,1%,S<(0*,53,%3&*,51%
•>5V,#S%+,%&.%3"BB#5*3.1*"5%B.0H,1*5)%&*($%.#S%B(+*.$%+*)*1.#S%%
•?*)*1.&*$.1*"5%+#%<"*51%+,%I,51,%
•2W&,$%+#%+,$*)5%+T*51,0R.3,%$#0%&,%3"B<"01,B,51%+#%3"5$"BB.1,#0%
•7/V,1$%3"55,31($%,1%B.0H,1*5)%
•G.0H,1*5)%+,%$,0I*3,$%+,$%<0"+#*1$%3"55,31($%
•?"55(,%B.0H,1*5)%3&*,51:%.5.&U$,%<0(+*31*I,%,1%D2G%
•D0"$$A3.5.&%,1%3"B<"01,B,51%+#%3"5$"BB.1,#0%
•BAD"BB,03,:%3"B<"01,B,51%+#%3"5$"BB.1,#0%,1%0,&.1*"5%3&*,51%
•6("&"3.&*$.1*"5:%3"B<"01,B,51%,1%.<<&*3.1*"5$%B.0H,1*5)%
•G.5.),B,51%,1%B.0H,1*5)%+,%<0"V,1$%+*)*1.#S%
;"#=+*(#(*#9-:(#:(#'-<9,'',-)##
-,$%<0"<"$*1*"5$%+,%3"BB#5*3.1*"5$:%,5%1,S1,%*51()0.&:%+"*I,51%Z10,%,5I"U(,$%$"#$%R"0B.1%
]"0+%V#$;#'.#%./#-0*-1%(#23/4%N%&'.+0,$$,%B.*&#[%%%%%%
0-',923/4>()0?@"9+##
8.I,3%3"<*,%N%4.$$.5Q.^+*B"#$._,53)HQB.9%
="#;+A():%,(%## %
A%./#-0*-1%(#23/4%[%?.1,%&*B*1,%+,%$"#B*$$*"5%+,$%<0"<"$*1*"5$%+,%3"BB#5*3.1*"5:%,5%
1,S1,%*51()0.&:%N%&'.+0,$$,%B.*&#[%%%%%%
0-',923/4>()0?@"9+##
8.I,3%3"<*,%N%4.$$.5Q.^+*B"#$._,53)HQB.9%
A%3B#)-C(91%(#23/4%[%2(<"5$,%+#%3"B*1(%$3*,51*E*;#,%%
A%/D#)-C(91%(#23/4%[%>5I"*%+,$%I,0$*"5$%+(E*5*1*I,$%+,$%3"BB#5*3.1*"5$%0,1,5#,$%%
A%J,0%,1%KL%+(3,B/0,%LKJM%[%`,5#,%+#%D7!FG%>OD6%P(5*10.%LKJM%

E"#;-9,*&#'0,()*,F,G<(#
\Da\b7c% G"4.B,+% \H&*% 8Fd\6% b#$*5,$$% !34""&:% d.0*$9:% \DaFb\O>% G#$1.<4.% 8>OD6%
P(5*10.:%c5*I,0$*1(%F/5%`"R.e&9:%\f?FG7c!\%a.$$.5%8>OD6%P(5*10.:%c5*I,0$*1(%F/5%`"R.e&9:%
\f>6\6a% g.&.&% 8>OD6% P(5*10.:% c5*I,0$*1(% F/5% `"R.e&9:% b\a7c!!\% \/+,&.^*^% 8>!`% !.&(:%
c5*I,0$*1(% G"4.BB,+% h:% 2./.19:% b>-a!>O% O"#0,++*5,% 8>OD6% `.5),0:% c5*I,0$*1(%
\/+,&B.&,H% >$$..+*9:% b>O% ?\aG\O>% G7c>-aF% O"034C5,% 8Fa>D% D.014.),:% `#5*$9:%
b>OO\OF% b"#340.% 8i!g>!:% c5*I,0$*1(% a.$$.5% FF:% G"4.BB,+*.% A% D.$./&.53.9:% b>O%
2\Da>?%!\F>?%P."#14,0%8i!>6:%c5*I,0$*1(%+,%`#5*$%>&%G.5.09:%b>O!>??FP%G"4.BB,+%
8>OD6%7#V+.:%c5*I,0$*1(%G"4.BB,+%F9:%b>Oj7c!!>i% a.1*B% 8>OD6% P(5*10.:%c5*I,0$*1(%
F/5%`"R.e&9:%b7c6af\-\%j"#5C$%8c5*I,0$*1(%!.I"*,%G"51%b&.539:%b7c2FkcF%F&4.B%8>OD6%
P(5*10.:% c5*I,0$*1(% F/5% `"R.e&9:% b7c!-\G\% O,V*% 8i!>6:% c5*I,0$*1(% +,% `#5*$% >&% G.5.09:%
Da\P72%\/+,&&.1*R%8i!g>!%!"#*$$*:%c5*I,0$*1(%G"4.BB,+%h:%2./.19:%?F\O7cl%D40*$1*.5%
8Fc`%+,%G,1^:%c5*I,0$*1(%+,%-"00.*5,9:%>-%a\27cDaF%-.*&.%8>OD6%P(5*10.:%c5*I,0$*1(%F/5%
`"R.e&9:%>-%P72\FDaF%G#$1.<4.%8>OD6%>&%g.+*+.:%c5*I,0$*1(%D4"#.*/%?"#HH.&*9:%i2FPa\%
\^^.% 8>!D% `#5*$9:% 6\O\!!\-F% !1(<4.5,% 8F\>% !.I"*,% G"51% b&.539:% ->bf\2% % b7cDa2\%
8>OD6%G.00.H,34:%c5*I,0$*1(%D.+*%\UU.+9:%->G7FO>%g,.5Ai0.5m"*$%8c5*I,0$*1(%+,%d.0*$%
d.514("5%!"0/"55,9:%G7!D\27-\%g,.5%8c5*I,0$*1(%!.I"*,%G"51%b&.539:%G7c-FO>%g,.5A
d*,00,% 8Fc`% D4.0&,B.)5,% O.53U:% c5*I,0$*1(% +,% -"00.*5,9:% Gf7c6aF% O./*&% 8F!6% !"#$$,:%
c5*I,0$*1(%+,%!"#$$,9:%O\gg\2%i."#^*%8F!6%`#5*$:%c5*I,0$*1(%+,%`#5*$9:%d\d>``F%D.14,0*5,%
8F\>%O*3,:%c5*I,0$*1(%+,%O*3,%!"<4*.%\51*<"&*$9:%d>->`%g,.5An0*3%8c5*I,0$*1(%+,%O.51,$9Q%
H"#;-9,*&#:I-%?+),'+*,-)#
$%&',:()*#J#
\f?FG7c!\%a.$$.5%8>2AEDéS:%>OD6%P(5*10.:%c5*I,0$*1(%F/5%`"R.e&9%
K(91%('#J#
b>Oj7c!!>i% aQ% 8>2AEDéS:% >OD6% P(5*10.9:% b7c2FkcF% FQ% 8>2AEDéS:% >OD6% P(5*10.9:% >-%
a\27cDaF%-Q%8>2AEDéS:%>OD6%P(5*10.9:%`\7c\b%7Q%8>OD6%P(5*10.9:%\DaFb\O>%GQ%8>OD6%
P(5*10.9:% \f>6\6a% gQ% 8>OD6% P(5*10.9:% -\-\7cF% !Q% 8>OD6% P(5*10.9:% \a!FO\% PQ% 8>OD6%
P(5*10.9:% \F`% P>227cG% GQ% 8>OD6% P(5*10.9:% b>O\ff7c% -Q% 8>OD6% P(5*10.9:% b>OOF!% -Q%
8>OD6% P(5*10.9:% Da>2k\7cF% GQ% 8>OD6% P(5*10.9:% >-% a\GG\% \Q% 8>OD6% P(5*10.9:% >-%
G7c??>O% \Q% 8>OD6% P(5*10.9:% P\bb7c2F% \Q% 8>OD6% P(5*10.9:% P\?7c2F% \Q% 8>OD6%
P(5*10.9:%G7c`\a\??Fb%\Q%8>OD6%P(5*10.9:%O\if\7cF%\Q%8>OD6%P(5*10.9:%O7cF!!>2%7Q%
8>OD6% P(5*10.9:% 7c\?7c?F% fQ% 8>OD6% P(5*10.9:% 26cFbF% PQ% 8>OD6% P(5*10.9:% `-\`j% `Q%
8>OD6% P(5*10.9:% b7c!!\F?% gQ% 8>2AEDéS:% >OD6% P(5*10.9:% ?j7c2F% !Q% 8>2AEDéS:% >OD6%
P(5*10.9:% >-% 6aF!!\!!F% FQ% 8>2AEDéS:% >OD6% P(5*10.9:% G\\27ciF% aQ% 8>2AEDéS:% >OD6%
P(5*10.9:%`7cF!!\`>%aQ%8>2AEDéS:%>OD6%P(5*10.9Q%
L"#M)'*%<0*,-)'#+<N#+<*(<%'#
-,$%10.I.#S%$3*,51*E*;#,$%+"*I,51%Z10,%<0($,51($%+,%&.%R.m"5%$#*I.51,%[%%
% -.%<0,B*C0,%<.),%+,%).0+,%+"*1%3"B<"01,0%&,%1*10,%+#%<.<*,0:%&,%5"B%+,%&T.#1,#0:%$.%
R"531*"5:%$,$%3""0+"55(,$%3"B<&C1,$%8.+0,$$,%<0"R,$$*"55,&&,:%1(&(<4"5,:%,AB.*&9Q%%
% -.%$,3"5+,%<.),%+,%).0+,%3"B<"01,0.%&,%1*10,%,1%&,%0($#B(%+#%<.<*,0%,5%R0.5m.*$%,1%
,5%.5)&.*$Q%FBB(+*.1,B,51%.<0C$%&,$%0($#B($:%*5+*;#,0%;#,&;#,$%B"1$A3&($%8,5%R0.5m.*$%
,1%,5%.5)&.*$9%3.0.31(0*$.51%&,%B*,#S%I"10,%10.I.*&Q%
% -,%1,S1,%<0"<0,B,51%+*1%3"BB,53,0.%,5%<.),%Y%[%
A% D"0<$%+#%1,S1,%[%`*B,$%O,X%2"B.5%o%3.0.31C0,%JL%o%F51,0&*)5,%$*B<&,%
A% G.0),$%L:p%3B%<"#0%34.;#,%3W1(%
A% >5%1Z1,%,1%<*,+%+,%<.),%[%J:J%3B

A% `*10,$%[%\0*.&%JL%)0.$%%
A% O"1,$%,5%/.$%+,%<.),%[%`*B,$%O,X%2"B.5%o%D.0.31C0,%JK%
A% -,$%1./&,.#S%,1%E*)#0,$%$"51%*51()0($%+.5$%&,%1,S1,:%5#B(0"1($%,1%<0($,51($%34.3#5%
.I,3%#5%1*10,%
A% -,% +"3#B,51% 81,S1,:% 1./&,.#S:% E*)#0,$:% .55,S,$% ,1% 0(R(0,53,$% /*/&*")0.<4*;#,$%
*53&#$,$9:%R.*1%LK%<.),$%B.S*B#BQ%
% q%&.%$#*1,%+,%&T.01*3&,:%"5%R,0.%$#33,$$*I,B,51%.<<.0.r10,%[%%
A%% -,$%(I,51#,&&,$%.55,S,$%8B(14"+"&")*;#,$%"#%.#10,$9%+($*)5(,$%<.0%\J:%\L:%\Y:%
,13Q%
A% -,$% 0(R(0,53,$% /*/&*")0.<4*;#,$Q% D,&&,$A3*% $#*I0"51% &,$% 5"#I,&&,$% 5"0B,$%
.3.+(B*;#,$%+,%&.%0,34,034,Q%?.5$%&,%1,S1,:%&,$%3*1.1*"5$%+,%0(R(0,53,%.<<.0.r10"51%,510,%
<.0,514C$,$% .I,3% &,% 5"B% ,1% &.% +.1,% +,% <.0#1*"5:% s,S% [% 8P7`->2:% LKKK9tQ% -,$% 0(R(0,53,$%
/*/&*")0.<4*;#,$%$,0"51%<0($,51(,$%,5%`*B,$%O,X%2"B.5%o%3.0.31C0,%JLQ%
O"#;-)*+0*#
a.$$.5%\^+*B"#$.%
d0($*+,51%+#%3"B*1(%+'"0).5*$.1*"5%+#%D7!FG%>OD6%P(5*10.%LKJM%
>;#*<,%+,%0,34,034,%uEtudes2et2Décisions2Stratégiquesv%A%>2AEDéS2
>3"&,%O.1*"5.&,%+,%D"BB,03,%,1%+,%6,$1*"5%%
bQdQ%[%JwLK%x%P(5*10.%8G.0"39Q%
D"#00*,&%[%4.$$.5Q.^+*B"#$._,53)HQB.%