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Commentaire sur « Look up ! Cinq propositions de recherche pour repenser le marketing dans une société post-croissance » : le Marketing doit penser sa propre évolution à l’ère de l’Anthropocène

Author

Listed:
  • S. Dekhili
  • A. Merle
  • A. Ochs

    (Audencia Business School)

Abstract

Cet article fait suite à la proposition de Rémy et al. Il propose de réfléchir à l'évolution du marketing à l'ère de l'Anthropocène en trois temps. Dans un premier temps, il revient sur les constats macroéconomiques et clarifie certains postulats qui sont associés à tort à la vision du marketing durable attribuée à Dekhili et al. Dans un second temps, il développe le cadre de ce que devraient être les pratiques de marketing durable pour une organisation. Dans un dernier temps, il offre des pistes d'orientation pragmatiques pour des chercheurs en marketing souhaitant conduire des projets de recherche dans le contexte de l'Anthropocène.

Suggested Citation

  • S. Dekhili & A. Merle & A. Ochs, 2024. "Commentaire sur « Look up ! Cinq propositions de recherche pour repenser le marketing dans une société post-croissance » : le Marketing doit penser sa propre évolution à l’ère de l’Anthropocène," Post-Print hal-04557015, HAL.
    • Handle: RePEc:hal:journl:hal-04557015
    DOI: 10.1177/07673701241242673
    Note: View the original document on HAL open archive server: https://hal.science/hal-04557015
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    Keywords

    marketing durable; anthropocène;

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