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Le marketing entrepreneurial

Author

Listed:
  • Jean-Claude Pacitto

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

  • Philippe Jourdan

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

Abstract

Le marketing traditionnel était focalisé sur le processus d'exploitation, ignorant les phases d'exploration et de création. Ce n'est plus le cas et le marketing moderne s'est immiscé dans les phases de création et de développement des projets ; c'est ce à quoi s'intéresse le Chapitre 6. Après avoir posé la question du « pourquoi » du marketing entrepreneurial, le chapitre souligne l'importance de la démarche effectuale, sur laquelle nous reviendrons en détail dans le Chapitre 10. Il s'interroge aussi sur le rôle du marketing dans la détection et la construction d'opportunités. Plutôt que de proposer des directives relatives à ce qu'il faut faire, le chapitre s'attache ensuite à souligner ce qu'il ne faut pas faire en marketing entrepreneurial.

Suggested Citation

  • Jean-Claude Pacitto & Philippe Jourdan, 2016. "Le marketing entrepreneurial," Post-Print hal-01416086, HAL.
    • Handle: RePEc:hal:journl:hal-01416086
    as

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