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Les évolutions du concept de marketing

Author

Listed:
  • Sabine Flambard-Ruaud

    (IAE Lille - IAE Lille University School of Management - Lille - Université de Lille)

Abstract

Cet article s'inspire du contexte actuel, sans aucun doute favorable à l'émergence de nouvelles idées ou pratiques et à l'apparition de nouveaux paradigmes. En effet, le rôle du marketing dans l'entreprise et la discipline marketing est en pleine phase de redéfinition : une nouvelle conception marketing se focalise sur les relations clients, les considérant comme la ressource stratégique clé de l'entreprise. L'objectif consiste donc à proposer une vision à la fois panoramique et historique du concept de marketing afin de comprendre pourquoi et comment les entreprises sont entrain de passer d'un marketing orienté produits à un marketing orienté clients.

Suggested Citation

  • Sabine Flambard-Ruaud, 1997. "Les évolutions du concept de marketing," Post-Print halshs-02926068, HAL.
    • Handle: RePEc:hal:journl:halshs-02926068
    DOI: 10.7193/DM.011.07.17
    as

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