Le marketing ou la science des rêves

Rémi Mencarelli and Gilles N’goala ()
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Rémi Mencarelli: IREGE - Institut de Recherche en Gestion et en Economie - USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc
Gilles N’goala: MRM-MKG - Montpellier Research in Management - Marketing - MRM - Montpellier Research in Management - UPVD - Université de Perpignan Via Domitia - UM - Université de Montpellier

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Abstract: L'article vise à: - envisager la mobilisation de l'imagination par les praticiens du marketing - concevoir l'imagination comme objet de recherche en marketing - et réhabiliter le rôle joué par l'imagination dans la démarche scientifique

Keywords: Imagination; marketing (search for similar items in EconPapers)
Date: 2025-09-03
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Published in Décisions Marketing, 2025, n° 119 (3), pp.5-12. ⟨10.3917/dm.119.0005⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05488539

DOI: 10.3917/dm.119.0005

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