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La recherche en marketing

Author

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  • Pierre Gregory

    (UP1 - Université Paris 1 Panthéon-Sorbonne)

Abstract

Une confusion surprenante mais généralisée – sur des notions aussi importantes que celles de méthodologie, de recherche et même de science – interdit aux praticiens et aux enseignants de marketing de situer leur travail dans une vision claire et logique des activités humaines. L'article ci-dessous rassemble des conceptions du marketing qui gomment la hiérarchie entre praticiens et chercheurs de la discipline. Il montre le rôle déterminant d'une acception juste des concepts de méthodes et de méthodologie de la recherche dans l'exercice du marketing. Il rappelle la nature des outils dont disposent les hommes de marketing pour pratiquer leur discipline avec la rigueur requise par l'univers scientifique.

Suggested Citation

  • Pierre Gregory, 1995. "La recherche en marketing," Post-Print halshs-02926657, HAL.
    • Handle: RePEc:hal:journl:halshs-02926657
    DOI: 10.7193/DM.004.91.100
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