Impact du décideur marketing sur l’accountability financière du marketing : propositions pour améliorer la prise de décision managériale (notice n° 402280)
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| fixed length control field | 02463cam a2200289 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250119075244.0 |
| 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 | Casenave, Eric |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Impact du décideur marketing sur l’accountability financière du marketing : propositions pour améliorer la prise de décision managériale |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2013.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 78 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | La capacité du marketing à relier ses actions à la performance financière (l’ accountability financière du marketing) continue d’être questionnée. Cet article propose de s’intéresser à la prise de décision des marketeurs et à ses conséquences sur l’ accountability financière du marketing. Après avoir évoqué les biais décisionnels possibles en marketing, l’article suggère de considérer l’obligation de rendre des comptes imposée au décideur (l’ accountability du décideur) comme un levier pour prendre de meilleures décisions. En distinguant l’ accountability portant sur les résultats et l’ accountability portant sur les processus, une démarche managériale est proposée visant à favoriser la rationalité des décisions sans contrarier la créativité du marketeur. Une accountability différenciée selon les activités marketing est notamment recommandée. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | The marketing ability to link marketing actions to financial performance (marketing accountability) is still under debate. This article proposes to study marketing decision-making and its consequences on marketing financial accountability. After reviewing possible decisions biases in marketing, this article suggests to consider decisionmaker accountability as a tool for making better decisions. A distinction between outcome accountability and process accountability is made to propose a management system to foster rationality without affecting marketer creativity. A differentiated accountability is recommended for marketing activities. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | accountability |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | décision marketing |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | marketeur |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | fonction marketing |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | créativité |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | marketing decisions |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | creativity |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | accountability |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | marketer |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | marketing function |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Décisions Marketing | 72 | 4 | 2013-12-01 | p. 121-137 | 0779-7389 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-decisions-marketing-2013-4-page-121?lang=fr&redirect-ssocas=7080">https://shs.cairn.info/revue-decisions-marketing-2013-4-page-121?lang=fr&redirect-ssocas=7080</a> |
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