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Le| marketing au service des associations : légitimité et spécificités

Author

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  • François Mayaux

    (EM - EMLyon Business School)

Abstract

Parler de marketing associatif suscite immédiatement deux grands questionnements. Celui de la légitimité tout d'abord : le marketing qui est né et a forgé sa pratique dans des entreprises capitalistes commercialisant des produits de grande consommation est-il légitime à s'intéresser à des organisations fort différentes dans leurs finalités et dans leurs modes de fonctionnement ? La première partie de cet article est consacrée à cette question qui fait encore largement débat. Derrière celui de la légitimité se pose immédiatement un second questionnement portant sur les spécificités. En effet, prôner la légitimité d'une discipline pour un secteur ne signifie pas pour autant nier l'identité particulière de ce secteur. La deuxième partie de cet article vise justement à présenter les grandes caractéristiques des associations qui conduisent à une démarche marketing spécifique.

Suggested Citation

  • François Mayaux, 2009. "Le| marketing au service des associations : légitimité et spécificités," Post-Print hal-02312551, HAL.
    • Handle: RePEc:hal:journl:hal-02312551
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