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A Marketing Contribution to Knowledge-Based Economies

Author

Listed:
  • Philippe Mouillot

    (CEREGE [Poitiers] - Centre de recherche en gestion [EA 1722] - IAE Poitiers - Institut d'Administration des Entreprises (IAE) - Poitiers - UP - Université de Poitiers = University of Poitiers - UP - Université de Poitiers = University of Poitiers - ULR - La Rochelle Université)

Abstract

This article proposes to investigate the possibilities to link recent experiential marketing tendencies with academic performance in order to contribute in building a sustainable knowledge-based economy. After presenting both knowledge-based economy as a nationwide development milestone, and various observations from an international point of view, the article suggests to make students experience their knowledge instead of only welcoming it, with the objective to make it both flexible and sustainable: flexible to develop adaptable intelligence and cognitive capabilities to be able to apply in new ways what is already known, and sustainable to provide students with a real tool, able to be available and enriched during a lifetime. Since marketers work more and more on creating environments where people can try before they buy, universities might be wise to use a similar model to make students experience what they learn before pushing their studies further up, and eventually deciding a career.

Suggested Citation

  • Philippe Mouillot, 2013. "A Marketing Contribution to Knowledge-Based Economies," Post-Print hal-04035749, HAL.
    • Handle: RePEc:hal:journl:hal-04035749
    Note: View the original document on HAL open archive server: https://hal.science/hal-04035749
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