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Resume:
L'ol,jt<..tif =noel de t.-;lll� cc, wjel � la presef\t.>tmn de ce eadn, theorique qui

determine et d�finie Jes nolion ooncnnant le 'CRM' rt I., dil>linction ooncurrem:iclle f'1
l'apparilion <le la rbolutio11 des mforn>ation tedrnologique comm� moteur fondamentale
de la mondialJOOon rconom,q..., d de I.J quel!e se ma.du, b prMommance de march!!
mondi.tle oontemporaine et ..,. et.ablisse,,_,ts de I.a. concurrc,ncc, ai�ue "'1tte eux pou,
cont,,nter Jes nae.silt' ,1., la dil!Tl(�l" et de leur ""11isfam, rt de se ...!jouir par see vertus de
la concur�nc,:, qui v;, ll'Ur illlSU1'CI" de biien garder la dominance J., man:he et que res
rnru;tance ont f.nt l'augmenrannn dP l'a&ptaaon des <'tabhssenent de la ph11oo.ophic de
ron,cept de rna.rkctmg ct se CO'n�ltt sur la dirnt& coowr UILe, entn< de la MJAAirP de
J'o¢,ation du marl<Pfrng d: de ce 13,t le mesi:a� rapitaf de ce concept l'efficaatC
CCOnomique de J'o,Gblr.ssernent drpmlde de- L, fao;on de 5,1 gn'.mce de""" admiru.slr�tron
de I.a re!.at:ron de la d1en�le dans la fflaimtion une Vtttue conc:t,rn,ntid pour
I 'ere b 1 iso.ernomt.

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