Méditerranéiser le marketing. Plaidoyer pour un marketing mesuré

Bernard Cova

Revue française de gestion, 2006, vol. 166, issue 7, 119-128

Abstract: Confronted with the palpable sense of marketing immoderation stemming from a neo-liberal legacy and an all-American upbringing, one could find through a Mediterranean thinking an approach capable of avoiding the excesses characterising so many marketing proposals on offer today. The Mediterranean thinking, which privileges a sense of proportion and slowness, advocates not taking a very mechanistic stance towards consumers and developing a moderate position of the company vis-à-vis its consumers and their competencies: the company must not only know upon the consumer but also learn from the consumer.

Date: 2006
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