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Du marketing guerrier au marketing social : Un retour aux sources pour les associations de solidarité

Author

Listed:
  • Laura Haddad

    (RMS - Reims Management School)

Abstract

Les vingt dernières années ont vu entrer les associations de solidarité dans une ère nouvelle, celle des médias, de la communication et du marketing. Le mailing, technique issue de la sphère lucrative, est devenu l'outil de récolte de fonds incontournable. Aujourd'hui, le rapprochement entreprise/association est une réalité qui s'illustre dans la collecte de fonds privés par l'existence d'une économie du don et d'un marché de la générosité où s'appliquent les techniques de marketing. Cet article fait le point sur les interrogations que soulèvent ces mutations : la maîtrise des moyens de communication, l'intégration des outils de gestion du secteur lucratif ne risquent-elles pas de pervertir l'identité, la culture associative telle qu'on la conçoit (militantisme et/ou bénévolat) ?

Suggested Citation

  • Laura Haddad, 2000. "Du marketing guerrier au marketing social : Un retour aux sources pour les associations de solidarité," Post-Print halshs-02923650, HAL.
    • Handle: RePEc:hal:journl:halshs-02923650
    DOI: 10.7193/DM.020.67.74
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    Cited by:

    1. Thibaut Duboisy, 2023. "La qualité de vie au travail au sein des associations - Cas de 60 000 rebonds," Post-Print hal-04167421, HAL.
    2. Thibaut Duboisy, 2021. "Articulation entre pratiques de management et statut (salarié, volontaire, bénévole)," Post-Print halshs-03408806, HAL.
    3. repec:dau:papers:123456789/4255 is not listed on IDEAS
    4. Thibaut Duboisy, 2022. "La coopération des acteurs salariés et bénévoles -Cas d'un service mixte au sein d'un organisme associatif bailleur social," Post-Print hal-03721695, HAL.

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