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Marketing : comprendre l'origine historique

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  • Pierre Volle

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

Abstract

Après avoir montré de quelle manière l'histoire officielle du marketing est actuellement remise en cause, le chapitre se donne pour objectif de mieux comprendre comment le marketing a évolué depuis près de deux siècles. Pour ce faire, nous exposons tout d'abord la controverse sur l'origine du marketing, puis nous présentons quelques pratiques et institutions caractéristiques du marketing moderne, au tournant du 20ième siècle. Pour finir, nous examinons les principaux mouvements internes au marketing qui peuvent expliquent son évolution sur longue période.

Suggested Citation

  • Pierre Volle, 2011. "Marketing : comprendre l'origine historique," Post-Print halshs-00638621, HAL.
    • Handle: RePEc:hal:journl:halshs-00638621
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00638621
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    References listed on IDEAS

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    Keywords

    marketing; histoire; business history;
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