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' 3D Knowledge Marketing ': une approche tri-dimensionnelle de la co-création avec le consommateur

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  • Oleg Curbatov

    (CEPN - Centre d'Economie de l'Université Paris Nord - UP13 - Université Paris 13 - USPC - Université Sorbonne Paris Cité - CNRS - Centre National de la Recherche Scientifique)

  • Maksym Podsolonko

Abstract

Chapitre dans l'ouvrage (monographie collective): Marketing Prospective : les impératives d'innovation du développement des clusters récréationnelles à l'entreprise (et) "3D knowledge marketing": une approche tri-dimensionnelle de la co-création avec le consommateur ---- Auteurs : PODSOLONKO Maksim.V., CURBATOV Oleg Yu. Résumé : ---- Le marketing tel que présenté à partir des années 50, est rentré dès la fin XXème - début XXIème siècle dans une phase de redimensionnement. L'universalité et la pertinence même de sa démarche ont été remis en cause par l'émergence d'une multitude de courants et d'innovations marketing les marketeurs organisent autour de différentes perspectives au-delà (l'environnement) ou en deçà (le client, la relation client) des marchés : l'environnement, la niche, la fidélisation client, le vécu du client et la compétence client. Les études prospectives ont également montré la pertinence d'un marketing fondé sur les compétences clients. En rassemblant un ensemble de concepts de création de ‘connaissances – compétences' du client et des membres de l'entreprise: le Knowledge Marketing apparaît à l'aube de son 10ème anniversaire comme un aboutissement fécond en trois dimensions. Les trois dimensions sur l'évolution des liens entre les notions d'information, de connaissance, de compétence, seront conduites pour présenter le «1D, 2D et 3D Knowledge Marketing». D'un point de vue académique, cela soulève la question des conditions nécessaires du passage aux perspectives ‘compétences clients/entreprises et intelligence clients/entreprises', dénominateurs communs de nouvelles approches théoriques émergentes. La construction et l'étude des projets industriels permettront de comprendre comment ces perspectives s'articulent autour du «3D Knowledge Marketing». Tout d'abord, nous identifierons les liens entre le marketing et les notions d'information, connaissance, compétence, intelligence pour évoquer trois dimensions (3D) de Knowledge Marketing. Chacun de ces liens s'inscrit dans l'évolution de la recherche en marketing : from « market information use» («1D » Knowledge Marketing) to «marketing knowledge management», («2D» Knowledge Marketing) pour la connaissance organisationnelle ‘client-entreprise'. Dans les approches basées sur la co-création de valeur en marketing la dimension de compétence (compétence du client et compétence de l'entreprise en action de co-création) prend le pas sur deux dimensions d'information et de connaissance. Ceci nous amène à introduire une troisième dimension (« 3D » Knowledge Marketing »), celle d'une compétence de « mise en relation client/entreprise », explorée dans le processus de co-création de valeur.

Suggested Citation

  • Oleg Curbatov & Maksym Podsolonko, 2012. "' 3D Knowledge Marketing ': une approche tri-dimensionnelle de la co-création avec le consommateur," Post-Print hal-01525397, HAL.
    • Handle: RePEc:hal:journl:hal-01525397
    Note: View the original document on HAL open archive server: https://hal.science/hal-01525397
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