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La gestion scientifique des marchés: marketing et taylorisme dans l'entre-deux-guerres

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  • F. Cochoy

    (Université de Toulouse le Mirail)

Abstract

Cet article explore les liens historiques du marketing et du taylorisme. Il montre que les marketers, après avoir étendu le modèle taylorien de gestion de la main d'œuvre à la planification des ventes, ont ensuite soumis l'entreprise à l'observation scientifique des marchés. En discernant un consommateur là où Taylor ne voyait qu'un travailleur, les marketers sont parvenus à réaliser le projet taylorien d'accord entre l'entreprise et le sujet économique modernes.

Suggested Citation

  • F. Cochoy, 1994. "La gestion scientifique des marchés: marketing et taylorisme dans l'entre-deux-guerres," Post-Print hal-02016351, HAL.
    • Handle: RePEc:hal:journl:hal-02016351
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