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Le marketing au service de la gouvernance

Author

Listed:
  • Marine Le Gall-Ely

    (CRESS-Lessor - Centre Régional de Recherche en Sciences Sociales - Lessor - UR2 - Université de Rennes 2)

  • Florence Busson-Villa

    (CRESS-Lessor - Centre Régional de Recherche en Sciences Sociales - Lessor - UR2 - Université de Rennes 2)

Abstract

L'évolution des problématiques d'action publique (gouvernance, recentrage sur l'usager...) renforce l'intérêt d'un recours au marketing. Après avoir rappelé les questions que posent le passage du gouvernement à la gouvernance et l'intégration de multiples acteurs à la décision publique, nous montrons les apports potentiels du marketing et de ses outils en nous fondant sur l'analyse du cas concret de la réorganisation du système des transports urbains rennais.

Suggested Citation

  • Marine Le Gall-Ely & Florence Busson-Villa, 2004. "Le marketing au service de la gouvernance," Post-Print hal-00394200, HAL.
    • Handle: RePEc:hal:journl:hal-00394200
    DOI: 10.1051/larsg:2004017
    as

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