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Managers et recherche en marketing : de nouvelles attentes dans un contexte de bouleversements technologiques et temporels

Author

Listed:
  • Christel de Lassus

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

  • Sandrine Cadenat
  • Rola Hussant-Zébian

Abstract

Bien que le marketing fasse l'objet de nombreux débats, aucun travail récent n'a analysé le regard que portent les managers en France vis-à-vis de ce champ mais aussi vis-à-vis des chercheurs. Une recherche conduite auprès de 18 responsables marketing permet de mettre en lumière l'impact majeur de la technologie du numérique sur l'évolution des marchés et sur leur métier. Dans ce contexte, leurs attentes vont dans le sens d'une nécessaire redéfinition des modèles de consommation, de la relation client, des méthodes d'analyse et de réflexions de fond sur les sujets d'avenir. Ils appellent également à une collaboration renforcée avec le monde académique, sous la contrainte du temps et de la pertinence managériale.

Suggested Citation

  • Christel de Lassus & Sandrine Cadenat & Rola Hussant-Zébian, 2013. "Managers et recherche en marketing : de nouvelles attentes dans un contexte de bouleversements technologiques et temporels," Post-Print hal-01130679, HAL.
    • Handle: RePEc:hal:journl:hal-01130679
    DOI: 10.7193/DM.072.65.85
    as

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