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Idéologie et dynamique du marketing : Quelles responsabilités ?

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  • Gilles Marion

    (EM - EMLyon Business School)

Abstract

La vitalité du marketing suppose la mobilisation des marketers et l'idéologie du marketing management qui fournit des justifications à leurs pratiques. Une perspective historique permet de montrer que la dynamique du marketing résulte de sa double capacité à segmenter de plus en plus finement le marché, et à récupérer la critique pour construire de nouvelles offres et de nouveaux discours. Un tel processus ne se fait pas contre le consommateur mais avec lui : c'est une co-production et donc une co-responsabilité. Le cas français est ici analysé afin de mettre en évidence les convictions qui constituent cette idéologie et les critiques contemporaines qui lui sont adressées. Cette épreuve soulève des questions qui sont autant de programmes de recherche.

Suggested Citation

  • Gilles Marion, 2003. "Idéologie et dynamique du marketing : Quelles responsabilités ?," Post-Print halshs-02919682, HAL.
    • Handle: RePEc:hal:journl:halshs-02919682
    DOI: 10.7193/DM.031.49.61
    as

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