Le concept d’ Open Marketing. Identification des contours, des dimensions et des formes

Hélène Moraux-Saurel and Pierre Volle

Revue française de gestion, 2015, vol. N° 252, issue 7, 13-32

Abstract: The issue of marketing teams? knowledge and skills is largely ignored in the marketing literature. Elaborating on the Open Marketing concept recently proposed by Day (2011), we consider the opening of the marketing organization as a way to develop marketing teams? resources, capabilities and competences. The aim of our research is to propose a revised definition of the concept and to present its dimensions and forms based on an empirical study

Date: 2015
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