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Marketing : comprendre l'origine historique


  • Pierre Volle

    () (DRM - Dauphine Recherches en Management - Université Paris-Dauphine - CNRS - Centre National de la Recherche Scientifique)


Après avoir montré de quelle manière l'histoire officielle du marketing est actuellement remise en cause, le chapitre se donne pour objectif de mieux comprendre comment le marketing a évolué depuis près de deux siècles. Pour ce faire, nous exposons tout d'abord la controverse sur l'origine du marketing, puis nous présentons quelques pratiques et institutions caractéristiques du marketing moderne, au tournant du 20ième siècle. Pour finir, nous examinons les principaux mouvements internes au marketing qui peuvent expliquent son évolution sur longue période.

Suggested Citation

  • Pierre Volle, 2011. "Marketing : comprendre l'origine historique," Post-Print halshs-00638621, HAL.
  • Handle: RePEc:hal:journl:halshs-00638621
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    References listed on IDEAS

    1. Roy Church, 2008. "Salesmen and the transformation of selling in Britain and the US in the nineteenth and early twentieth centuries -super-1," Economic History Review, Economic History Society, vol. 61(3), pages 695-725, August.
    2. Alexander, Andrew & Nell, Dawn & Bailey, Adrian R. & Shaw, Gareth, 2009. "The Co-Creation of a Retail Innovation: Shoppers and the Early Supermarket in Britain," Enterprise & Society, Cambridge University Press, vol. 10(03), pages 529-558, September.
    3. Peter Scott, 2008. "Marketing mass home ownership and the creation of the modern working-class consumer in inter-war Britain," Business History, Taylor & Francis Journals, vol. 50(1), pages 4-25.
    4. Karl Moore & Susan Reid, 2008. "The birth of brand: 4000 years of branding," Business History, Taylor & Francis Journals, vol. 50(4), pages 419-432.
    5. Moore, Karl & Reid, Susan, 2008. "The Birth of Brand: 4000 Years of Branding History," MPRA Paper 10169, University Library of Munich, Germany.
    6. E. Robinson, 1963. "Eighteenth-Century Commerce and Fashion: Matthew Boulton's Marketing Techniques," Economic History Review, Economic History Society, vol. 16(1), pages 39-60, August.
    7. Ville, Simon, 2009. "“Making Connections”: Insights into Relationship Marketing from the Australasian Stock and Station Agent Industry," Enterprise & Society, Cambridge University Press, vol. 10(03), pages 423-448, September.
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    business history; marketing; histoire;

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