Managers et recherche en marketing : de nouvelles attentes dans un contexte de bouleversements technologiques et temporels (notice n° 445484)
[ vue normale ]
| 000 -LEADER | |
|---|---|
| fixed length control field | 02440cam a2200361 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250121012419.0 |
| 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 | Cadenat, Sandrine |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Managers et recherche en marketing : de nouvelles attentes dans un contexte de bouleversements technologiques et temporels |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2013.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 75 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Bien que le marketing fasse l’objet de nombreux débats, aucun travail récent n’a analysé le regard que portent les managers en France vis-à-vis de ce champ mais aussi vis-à-vis des chercheurs. Une recherche conduite auprès de 18 responsables marketing permet de mettre en lumière l’impact majeur de la technologie du numérique sur l’évolution des marchés et sur leur métier. Dans ce contexte, leurs attentes vont dans le sens d’une nécessaire redéfinition des modèles de consommation, de la relation client, des méthodes d’analyse et de réflexions de fond sur les sujets d’avenir. Ils appellent également à une collaboration renforcée avec le monde académique, sous la contrainte du temps et de la pertinence managériale. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Although marketing is subject to much debate, no study on how managers view this field and academic marketing research has been conducted recently. A research study of 18 marketing directors was carried out. The results highlight the major impact of digital technology on the evolution of markets and managers’ jobs. In this context, they emphasize the need to redefine consumption patterns, customer relationships, methods of analysis and research priorities in the future. They also look for closer cooperation with the academic world, subject to the constraints of time pressure and managerial relevance. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | recherche en marketing |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | collaboration |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | managers |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | chercheurs |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | temps |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | digital |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | théorie et pratique |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | collaboration |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | managers |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | time |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | marketing research |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | researchers |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | digital |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | theory and practice |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | de Lassus, Christel |
| Relator term | author |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Hussant-Zebian, Rola |
| Relator term | author |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Décisions Marketing | 72 | 4 | 2013-12-01 | p. 65-85 | 0779-7389 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-decisions-marketing-2013-4-page-65?lang=fr&redirect-ssocas=7080">https://shs.cairn.info/revue-decisions-marketing-2013-4-page-65?lang=fr&redirect-ssocas=7080</a> |
Pas d'exemplaire disponible.
Réseaux sociaux