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Lecture systémique du marketing: finalités et voies de recherche appropriées

Author

Listed:
  • P. Gabriel

    (crereg - Institut de gestion de Rennes)

Abstract

En quoi l'évolution sociétale est-elle influencée par, et participe-t-elle d'une évolution du marketing ? Plusieurs réponses possibles, dont la direction dépend de l'appréhension même de cette évolution par l'observateur. Il est dans ce document proposé une lecture spécifique des événements, d'inspiration constructiviste, à la fois capable de saisir l'environnement dans sa complexité, et de redonner sens au marketing. Dans ce cadre, le programme de recherche connexionniste et les approches interprétatives semblent avoir une place prépondérante comme instruments d'intelligibilité de l'environnement.

Suggested Citation

  • P. Gabriel, 1997. "Lecture systémique du marketing: finalités et voies de recherche appropriées," Post-Print hal-02016864, HAL.
    • Handle: RePEc:hal:journl:hal-02016864
    as

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