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La résilience du marketing

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  • Bernard Pras

Abstract

What is the resilience of the marketing discipline ? In other words, what is the perennity of the marketing concept, of marketing principles and purpose, and what is the adaptive capacity of marketing over time ? In what measure are marketing researchers capable of reassessment and questioning relative to their discipline and what are their quests for identity ? How does marketing respond to the severe shocks that characterize our time and to what extent does it integrate societal issues ? Are marketing theories ideologically rooted, and can we speak of good or bad theories ? What is the role of intention, volition, in this transformative process ; and what is the resilience of the marketing academic community ? These are the questions this article attempts to answer, by revisiting the ?paradoxes of marketing?.

Suggested Citation

  • Bernard Pras, 2012. "La résilience du marketing," Revue française de gestion, Lavoisier, vol. 0(9), pages 59-85.
    • Handle: RePEc:cai:rfglav:rfg_228_0059
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