Les finalités sociétales dans la recherche francophone en marketing. Une lecture historique et critique

Béatrice Parguel, Elisa Monnot, Fanny Reniou and Florence Benoit-Moreau

Revue française de gestion, 2018, vol. N° 276, issue 7, 11-31

Abstract: This article explores the purposes pursued by marketing francophone research. A scientometric analysis of four Association française de marketing (afm) Congresses communications ? 1988, 1999, 2010, and 2015 ? reveals the predominance of a powerful managerial paradigm and the recent, slow and very limited development of a stream of research addressing more societal questions, contrary to what the evolutions of the consumption society might have suggested. We use a historical and critical analysis to interpret these results and discuss the opportunity for the researcher in marketing to adopt a pluralistic and reflexive view on the meaning and responsibility of his or her research.

Date: 2018
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