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Le marketing relationnel : nouvelle donne du marketing

Author

Listed:
  • Sabine Flambard-Ruaud

    (EDHEC - EDHEC Business School - UCL - Université catholique de Lille)

Abstract

La mutation de la discipline marketing vers un marketing mettant à nouveau en avant le relationnel est apparue comme incontournable dès la fin des années 80. Le marketing relationnel se caractérise donc par la résurgence de l'individu sur le produit et une quête incessante du resserrement des liens avec le consommateur. Mais tous ces travaux soulignent l'essor des nouvelles technologies de l'information et de la communication (NTIC) pour expliquer, en partie, le formidable développement de cette tendance que l'on retrouve aussi bien dans l'approche du consommateur (marketing aval) que dans celle des fournisseurs (marketing amont). L'objectif de cet ouvrage est double. Il consiste, tout d'abord, à analyser l'émergence du marketing relationnel et à montrer l'importance de sa diffusion dans le champ marketing. Il s'agit, ensuite, de présenter les principales contributions relatives à ce thème d'étude afin de clarifier ce concept délicat, souvent déformé et mal compris.

Suggested Citation

  • Sabine Flambard-Ruaud, 2002. "Le marketing relationnel : nouvelle donne du marketing," Post-Print hal-03160464, HAL.
    • Handle: RePEc:hal:journl:hal-03160464
    as

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