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Entre ré-enchantement du quotidien et pouvoir du consommateur : regards sur le marketing dans la culture de consommation

Author

Listed:
  • Olivier Badot

    (ESCP-EAP - ESCP-EAP - Ecole Supérieure de Commerce de Paris)

  • Joël Bree
  • Marc Filser

    (CREGO - Centre de Recherche en Gestion des Organisations (EA 7317) - UB - Université de Bourgogne - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE])

Abstract

L'évolution de la définition du marketing reflète une prise de conscience croissante de la recherche d'un compromis entre le pouvoir de marché des organisations et la mobilisation de sources de plus en plus diversifiées de contre-pouvoir par les consommateurs. Après avoir analysé l'affrontement dialectique de la macdonaldisation et du réenchantement auquel est confronté le marketing, cet article discute le thème complexe de la participation active du consommateur à l'activité productive, avant d'ouvrir une réflexion plus large sur le statut culturel de l'activité de consommation.

Suggested Citation

  • Olivier Badot & Joël Bree & Marc Filser, 2015. "Entre ré-enchantement du quotidien et pouvoir du consommateur : regards sur le marketing dans la culture de consommation," Post-Print halshs-01288020, HAL.
  • Handle: RePEc:hal:journl:halshs-01288020
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    Cited by:

    1. Virginie Brégeon Lalanne de Saint-Quentin, 2017. "The concept of culinarity : an hedonic and holistic experience and its 4 dimensions (QCKS) : Quality, Creativity, Konw-how, Sharing [Proposition d’une conceptualisation de la culinarité : une expér," Post-Print hal-01650215, HAL.

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    Keywords

    marketing; consommation;

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