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Une relance de la critique en marketing : science et performation

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  • Gilles Marion

    (EM - EMLyon Business School)

Abstract

Considérant le marketing comme une discipline de gestion et comme un large fait social, cet article effectue un tour d'horizon des critiques internes et externes qui lui sont adressées. Nous soulignons ce qui, dans le critical marketing, oppose la critique réformiste à la critique radicale, et aux perspectives postmodernes. Ensuite, pour dépasser l'analyse traditionnelle des relations du marketing avec la société (soit comme le « cauchemar de la marchandisation », soit comme le « rêve libéral »), nous soutenons que les pratiques de marketing (management) ont un rôle performatif. En tant que discipline performative, le marketing constitue et façonne les échanges dans les marchés. Nous explicitons le contenu du travail performatif, puis nous présentons le potentiel de la notion de performation pour relancer la critique.

Suggested Citation

  • Gilles Marion, 2009. "Une relance de la critique en marketing : science et performation," Post-Print hal-02312550, HAL.
    • Handle: RePEc:hal:journl:hal-02312550
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