Idéologie marketing: mal du siècle?

Gilles Marion
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Gilles Marion: EM - EMLyon Business School

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Abstract: On adore consommer tout en demeurant critique face à la société de consommation. Même ambivalence vis-à-vis des marketers : l'envie de pouvoir faire comme eux et le désir de les dénoncer. Nous demeurons ambivalents parce que nous partageons une même mentalité, celle de la culture de consommation. L'idéologie marketing est l'ensemble, relativement stable, des arguments qui justifient l'engagement des marketers dans le marketing management. Au-delà des dénonciations simplistes - les marketers sont les méchants et nous, les consommateurs, sommes les victimes - ce livre s'efforce de montrer qui fait quoi derrière des métiers méconnus, en quoi le consommateur et le marketer sont "complices", et combien la consommation est un problème de société pour les consommateurs et les citoyens. We love to consume while criticizing consumption society. Sometimes we would like to act as marketers and sometimes we denounce their actions. We are ambivalent because we share the same mentality provided by consumer culture. Marketing ideology is the relatively stable set of arguments that justify marketers' commitment to marketing management. Far from simplistic denunciations - marketers are the bad guys and we, the consumers, are their victims - this book strives to show who do what behind unacknowledged professions, in what extent consumers and marketers are co-producers, and how much consumption is a societal issue for consumers and citizens.

Date: 2004-09-01
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Published in Eyrolles, XXI-313 p., 2004, 2-7081-3177-X

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02298048

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