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Éclairages sur le marketing de demain : prises de décisions, efficacité et légitimité

Author

Listed:
  • Francis Salerno

    (IAE Lille - IAE Lille University School of Management - Lille - Université de Lille)

  • Christophe Benavent

    (CEROS - Centre d'Etudes et de Recherches sur les Organisations et la Stratégie - UPN - Université Paris Nanterre)

  • Pierre Volle

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

  • Delphine Manceau

    (ESCP Europe Campus Berlin - ESCP Europe - Ecole Supérieure de Commerce de Paris)

  • Jean-François Trinquecoste

    (Institut d'Administration des Entreprises (IAE) - Bordeaux)

  • Éric Vernette

    (IAE - Institut d'Administration des Entreprises - Toulouse)

  • Élisabeth Tissier-Desbordes

    (ESCP Europe - Ecole Supérieure de Commerce de Paris)

Abstract

For the twentieth anniversary of Décisions Marketing, seven editors-in-chief of the journal, from the origin to nowadays, are sharing their vision of the future of marketing decision-making. Their analysis highlights the difficulty of conciliating efficiency and ethics objectives, internal and external legitimacy, in a liquid society.

Suggested Citation

  • Francis Salerno & Christophe Benavent & Pierre Volle & Delphine Manceau & Jean-François Trinquecoste & Éric Vernette & Élisabeth Tissier-Desbordes, 2013. "Éclairages sur le marketing de demain : prises de décisions, efficacité et légitimité," Post-Print hal-01637862, HAL.
    • Handle: RePEc:hal:journl:hal-01637862
    DOI: 10.7193/DM.072.17.42
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    Cited by:

    1. Aurélie Hemonnet-Goujot & Julie Fabbri & Delphine Manceau, 2016. "Crowdsourcing vs Design Thinking. Une étude comparative de deux démarches d'innovation externe dans la phase d'idéation," Post-Print hal-01412693, HAL.

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