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Le marketing interne : Un état de l'art

Author

Listed:
  • A. Seignour

    (GRECO - UM2 - Université Montpellier 2 - Sciences et Techniques)

Abstract

Objet de nombreuses publications, le marketing interne reste toutefois hétérodoxe dans la littérature en marketing : la terminologie est polysémique; les définitions hétérogènes; quant à son projet, importer les fondements du marketing "externe" dans l'espace intra-organisationnel, il est appréhendé de manières divergentes par les auteurs. La finalité de cet article est donc de présenter une revue de la littérature du marketing interne au travers de l'analyse de sa genèse, de ses fondements et de ses présupposés. En conclusion, quelques pistes de réflexion sur ce que traduit et implique la transposition de la systémique marketing au cœur des organisations seront proposées.

Suggested Citation

  • A. Seignour, 1998. "Le marketing interne : Un état de l'art," Post-Print hal-02017811, HAL.
    • Handle: RePEc:hal:journl:hal-02017811
    DOI: 10.1177/076737019801300304
    as

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    Cited by:

    1. Maria Mercanti-Guérin, 2009. "Quand Le Marketing Interne Devient Un Marketing De L'Interne(T)," Post-Print hal-02056942, HAL.

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