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Vingt ans de Recherche et Applications en Marketing

Author

Listed:
  • Sébastien Soulez

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

  • Chloé Guillot-Soulez

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

Abstract

À l'occasion des vingt ans de la revue Recherche et Applications en Marketing (RAM), cet article propose un état des lieux de la recherche en marketing à partir de l'étude des articles de recherche publiés dans RAM depuis 1986. L'étude, à la fois lexicale et thématique, permet de faire ressortir des évolutions au niveau des concepts mobilisés par les chercheurs en marketing et de dégager des tendances quant aux thèmes de recherche. Si les problématiques de recherche relatives au comportement du consommateur restent très largement prédominantes sur la période 1986-2005, celles relatives au marketing opérationnel progressent tandis que celles relatives au marketing stratégique déclinent de façon préoccupante. L'analyse souligne ensuite l'existence de facteurs explicatifs tant individuels (relatifs aux chercheurs) qu'organisationnels (relatifs aux institutions) des évolutions mises en évidence.

Suggested Citation

  • Sébastien Soulez & Chloé Guillot-Soulez, 2006. "Vingt ans de Recherche et Applications en Marketing," Post-Print hal-01069564, HAL.
    • Handle: RePEc:hal:journl:hal-01069564
    as

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    Cited by:

    1. Fanny Reniou & Fabrice Larceneux & Béatrice Parguel & Florence Benoît-Moreau & Elisa Monnot, 2014. "Recherche et implications en marketing : l’intégration du développement durable," Post-Print hal-01330690, HAL.
    2. Vivien Blanchet & Celine Berrier-Lucas, 2021. "15 ans de recherches sur les transitions socio-écologiques : bilan et propositions," Post-Print hal-04135096, HAL.

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