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Sociologie du marketing

Author

Listed:
  • Kevin Mellet

    (CSO - Centre de sociologie des organisations (Sciences Po, CNRS) - Sciences Po - Sciences Po - CNRS - Centre National de la Recherche Scientifique)

Abstract

Le marketing regroupe un vaste ensemble de métiers, de savoirs et d'outils, qui étend son emprise sur nous. Mais qu'est-ce que le marketing ? Comment s'est-il construit, diffusé, imposé ? Qui sont ses professionnels, ses spécialistes ? Comment influencent-ils l'économie et la société ? Depuis une quarantaine d'années, des sociologues se sont intéressés au marketing qui, comme discipline et ensemble de techniques et savoir-faire opérationnels, a continué de se développer et de se spécialiser au fil des décennies. L'objectif de cet ouvrage est de présenter les principaux apports de ces travaux et de les associer aux concepts voisins de la sociologie (la consommation, le marché, l'entreprise, la culture). Rédigé dans un style accessible, cet ouvrage offre un regard original et réflexif sur ce domaine, complémentaire des cours d'introduction et de spécialisation en marketing, ainsi que des manuels de sociologie de la consommation

Suggested Citation

  • Kevin Mellet, 2023. "Sociologie du marketing," Post-Print hal-04197846, HAL.
    • Handle: RePEc:hal:journl:hal-04197846
    Note: View the original document on HAL open archive server: https://hal.science/hal-04197846
    as

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