Pour une réforme du marketing (notice n° 1021161)
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| fixed length control field | 02751cam a2200313 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250125165358.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Marion, Gilles |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Pour une réforme du marketing |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2006.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 2 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | De nombreux membres de la profession considèrent que le marketing en tant que discipline et en tant que pratique doit être profondément réformé. Nous présentons un diagnostic de la situation actuelle du marketing vis-à-vis de ses principales par ties prenantes : les consommateurs et la société, les praticiens et les organisations, les étudiants et les participants à la formation continue, les enseignants chercheurs. Puis nous proposons deux pistes pour engager une réforme de la discipline et de son enseignement : les notions de réseau de valeur et de co-construction de la valeur. En conclusion nous indiquons les implications de ces notions pour chaque partie prenante. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Marketing needs reform : value network and the co-creation of value Many people in the profession believe that marketing science and practice need significant reform. This paper is providing a diagnosis of the actual situation of marketing towards its main stakeholders : consumers and society, practitioners and organizations, students and executive education, academics. Then we introduce the concepts of value network and co-creation of value. We conclude by showing the implications for each stakeholder. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Para una reforma del marketing : red de valor y co-construcción de valor Numerosos miembros de la profesión consideran que el marketing como disciplina y como práctica debe de ser profundamente reformado. Presentamos un diagnóstico de la situación actual del marketing frente a sus principales grupos de interés : los consumidores y la sociedad, los técnicos y las organizaciones, los estudiantes y los participantes de formación continua, los profesores investigadores. Después proponemos dos pistas para iniciar una reforma de la disciplina y de su enseñanza : las nociones de red de valor y de co-construcción de valor. Como conclusión indicamos las implicaciones de estas nociones para cada grupo de interés. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | marketing |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | exploration |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | valeur |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | exploitation |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | réseau |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | marketing |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | exploration |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | exploitation |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | network |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | value |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Portier, Philippe |
| Relator term | author |
| 786 0# - DATA SOURCE ENTRY | |
| Note | La Revue des Sciences de Gestion | 222 | 6 | 2006-12-01 | p. 15-24 | 1160-7742 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-des-sciences-de-gestion-2006-6-page-15?lang=fr&redirect-ssocas=7080">https://shs.cairn.info/revue-des-sciences-de-gestion-2006-6-page-15?lang=fr&redirect-ssocas=7080</a> |
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