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La proximité en marketing: proposition d’un cadre intégrateur et agenda de recherche

Author

Listed:
  • François Lenglet

    (IREGE - Institut de Recherche en Gestion et en Economie - USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc)

  • Rémi Mencarelli

    (IREGE - Institut de Recherche en Gestion et en Economie - USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc)

Abstract

Depuis quelques années le monde académique comme les praticiens montrent un intérêt grandissant pour le concept de proximité. Face à une littérature croissante mais confuse en raison de la diversité des approches mobilisées, cet article propose une synthèse intégrative et macro-analytique autour du concept de proximité. L'article poursuit quatre objectifs : caractériser et définir la proximité, comprendre la place occupée par ce concept dans les modèles théoriques en marketing, envisager l'intérêt managérial de la proximité, et, enfin, proposer des voies de recherche afin d'approfondir la compréhension du concept de proximité dans le champ du marketing.

Suggested Citation

  • François Lenglet & Rémi Mencarelli, 2020. "La proximité en marketing: proposition d’un cadre intégrateur et agenda de recherche," Post-Print hal-03945098, HAL.
    • Handle: RePEc:hal:journl:hal-03945098
    DOI: 10.1177/0767370120921529
    Note: View the original document on HAL open archive server: https://hal.science/hal-03945098
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