Managers et recherche en marketing: de nouvelles attentes dans un contexte de bouleversements technologiques et temporels

Sandrine Cadenat (), Christel de Lassus () and Rola Hussant-Zébian ()
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Sandrine Cadenat: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12
Christel de Lassus: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12
Rola Hussant-Zébian: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12

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Abstract: Managers and research in marketing: new expectations in a context of technological changes and time pressure Although marketing is subject to much debate, no study on how managers view this field and academic marketing research has been conducted recently. A research study of 18 marketing directors was carried out. The results highlight the major impact of digital technology on the evolution of markets and managers' jobs. In this context, they emphasize the need to redefine consumption patterns, customer relationships, methods of analysis and research priorities in the future. They also look for closer cooperation with the academic world, subject to the constraints of time pressure and managerial relevance.

Keywords: theory and practice; researchers; marketing research; time; managers; collaboration; temps; digital; recherche en marketing; théorie et pratique; chercheurs; recherche en marketing (search for similar items in EconPapers)
Date: 2013
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Published in Décisions Marketing, 2013, 72, ⟨10.7193/DM.072.65.85⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01385129

DOI: 10.7193/DM.072.65.85

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