IDEAS home Printed from https://ideas.repec.org/p/hal/journl/halshs-02919707.html
   My bibliography  Save this paper

La pensée bricoleuse ou le bonheur des signes : Ce que le marketing doit à Jean-Marie Floch..

Author

Listed:
  • Benoît Heilbrunn

    (EM - EMLyon Business School)

  • Patrick Hetzel

    (UP2 - Université Panthéon-Assas)

Abstract

Les apports de Jean-Marie Floch au marketing sont nombreux. Cet article ne prétend nullement en rendre compte de façon exhaustive mais tâche plutôt de montrer combien les voies et pistes de recherche qu'il a initiées ont été fructueuses pour l'ensemble de la communauté marketing et sont d'un recours très fréquent pour aborder les questions de signification. Comprendre le parcours génératif du sens, permettre l'analyse des récits de marque, inscrire dans le lieu de vente ou l'objet les attentes génériques des consommateurs, voici quelques unes des très précieuses idées développées par ce sémillant sémioticien.

Suggested Citation

  • Benoît Heilbrunn & Patrick Hetzel, 2003. "La pensée bricoleuse ou le bonheur des signes : Ce que le marketing doit à Jean-Marie Floch..," Post-Print halshs-02919707, HAL.
    • Handle: RePEc:hal:journl:halshs-02919707
    DOI: 10.7193/DM.029.19.24
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Kessous, Aurélie & Valette-Florence, Pierre & De Barnier, Virginie, 2017. "Luxury watch possession and dispossession from father to son: A poisoned gift?," Journal of Business Research, Elsevier, vol. 77(C), pages 212-222.
    2. de Lassus, Christel & Anido Freire, N., 2014. "Access to the luxury brand myth in pop-up stores: A netnographic and semiotic analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 21(1), pages 61-68.
    3. Aurélie Kessous & Pierre Valette-Florence & Virginie de Barnier, 2016. "Luxury watch possession and dispossession from father to son: A poisoned gift? Pierre Valette-Florence, Professor, IAE de Grenoble," Post-Print hal-01472038, HAL.
    4. Anido Freire, N., 2014. "When luxury advertising adds the identitary values of luxury: A semiotic analysis," Journal of Business Research, Elsevier, vol. 67(12), pages 2666-2675.
    5. Nathalie Veg-Sala & Angy Geerts, 2012. "Gestion de la cohérence des récits des marques de luxe sur Internet : étude sémiotique et analyse comparée des secteurs de la maroquinerie et de la joaillerie," Post-Print hal-01532822, HAL.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:halshs-02919707. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.