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Le Marketing, un levier pour accélérer la transformation sociétale !

Author

Listed:
  • Sihem Dekhili

    (BETA - Bureau d'Économie Théorique et Appliquée - AgroParisTech - UNISTRA - Université de Strasbourg - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UL - Université de Lorraine - CNRS - Centre National de la Recherche Scientifique - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement)

Abstract

Nombreux sont ceux qui voient le « Marketing » et le « Développement durable » comme deux champs opposés. Le marketing est perçu comme un domaine tourné vers le court terme et la réponse à des motivations égocentrées. Il est même accusé d'être responsable de la sur-consommation et du gaspillage. Pourtant, celui-ci occupe une position idéale pour impulser des transformations sociétales. Plus précisément, il est en mesure de développer des marchés verts et d'orienter les consommateurs vers des comportements de consommation durable. Pour ce faire, les approches et outils du marketing évoluent pour intégrer la durabilité au niveau de la politique du produit, des stratégies de prix et de distribution, et au cœur de la communication autour des offres.

Suggested Citation

  • Sihem Dekhili, 2023. "Le Marketing, un levier pour accélérer la transformation sociétale !," Post-Print hal-04530671, HAL.
    • Handle: RePEc:hal:journl:hal-04530671
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    Keywords

    Marketing; Transformation sociale;

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