La résilience du marketing

Bernard Pras

Revue française de gestion, 2012, vol. N° 228-229, issue 9, 59-85

Abstract: What is the resilience of the marketing discipline ? In other words, what is the perennity of the marketing concept, of marketing principles and purpose, and what is the adaptive capacity of marketing over time ? In what measure are marketing researchers capable of reassessment and questioning relative to their discipline and what are their quests for identity ? How does marketing respond to the severe shocks that characterize our time and to what extent does it integrate societal issues ? Are marketing theories ideologically rooted, and can we speak of good or bad theories ? What is the role of intention, volition, in this transformative process ; and what is the resilience of the marketing academic community ? These are the questions this article attempts to answer, by revisiting the ?paradoxes of marketing?.

Date: 2012
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