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Article Commentary: La recherche nord-américaine en marketing: de l'exotérisme à l'ésotérisme

Author

Listed:
  • Daisy Baddoura

    (UQAM - Université du Québec à Montréal = University of Québec in Montréal)

  • Christian Dussart

    (UQAM - Université du Québec à Montréal = University of Québec in Montréal)

Abstract

En Amérique du Nord, le fossé qui sépare le monde des chercheurs-académiciens de celui des praticiens nous force de constater que le discours officiel de l'American Marketing Association sur l'instrumentalisme du champ de la recherche en marketing tient davantage de la rhétorique que de la réalité des faits. Esotérisme et isolationnisme académiques ne sont certes pas les réponses appropriées à l'évolution nécessaire du rôle social du marketing.

Suggested Citation

  • Daisy Baddoura & Christian Dussart, 1992. "Article Commentary: La recherche nord-américaine en marketing: de l'exotérisme à l'ésotérisme," Post-Print hal-02015059, HAL.
    • Handle: RePEc:hal:journl:hal-02015059
    DOI: 10.1177/076737019200700306
    as

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