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

Hélène Moraux-Saurel and Pierre Volle ()
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Hélène Moraux-Saurel: IUT Tours - Institut Universitaire de Technologie - Tours - UT - Université de Tours
Pierre Volle: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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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.

Keywords: Open Marketing; équipes marketing; organisation marketing; performance marketing; ressources marketing; capacités marketing; compétences collectives (search for similar items in EconPapers)
Date: 2015
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Published in Revue Française de Gestion, 2015, 252, ⟨10.3166/RFG.252.13-32⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01265390

DOI: 10.3166/RFG.252.13-32

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