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Pour un cadre elargi du concept de generation en marketing

Author

Listed:
  • B. Bourcier-Bequaert
  • Virginie de Barnier

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon, AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université)

Abstract

L'objectif de cet article est de clarifier le concept de génération en marketing qui a donné lieu à des recherches fécondes mais d'une grande hétérogénéité. Notre démarche consistera à présenter ces divers travaux en les confrontant au cadre intégrateur proposé par la sociologie afin de statuer sur leur capacité à prendre en compte les différentes dimensions qui caractérisent la génération. Cette analyse permettra d'identifier de nouveaux axes d'investigation susceptibles de livrer une lecture plus complète de la génération.

Suggested Citation

  • B. Bourcier-Bequaert & Virginie de Barnier, 2010. "Pour un cadre elargi du concept de generation en marketing," Post-Print hal-01830270, HAL.
    • Handle: RePEc:hal:journl:hal-01830270
    DOI: 10.1177/076737011002500305
    as

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