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De « Que Choisir » ? à « Casseurs de pub » : entre récupération marketing et nouvelles figures consuméristes

Author

Listed:
  • Eric Rémy

    (IAE Rouen - Institut d'Administration des Entreprises (IAE) - Rouen)

Abstract

Dans ses actions comme dans ses fondements, le marketing est de plus en plus interrogé par les différents mouvements sociaux. Afin de cerner et d'analyser les critiques qui lui sont adressées, une approche réflexive s'avère nécessaire. À travers une approche historique, nous tenterons de montrer : comment le marketing a récupéré et déstabilisé les mouvements consuméristes militants des années 70, et, pourquoi, après ces dernières années d'hyperconsommation, nous pouvons supposer que nous entrons dans une nouvelle phase d'actions consuméristes autour du consom'acteur et de l'alterconsommateur.

Suggested Citation

  • Eric Rémy, 2007. "De « Que Choisir » ? à « Casseurs de pub » : entre récupération marketing et nouvelles figures consuméristes," Post-Print halshs-02914806, HAL.
    • Handle: RePEc:hal:journl:halshs-02914806
    DOI: 10.7193/DM.046.37.49
    as

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