Maketing: le défi à relever

Marketing: the challenge we face

Bernard Cova and Bernard Paranque

MPRA Paper from University Library of Munich, Germany

Abstract: Management science is based on the idea of an economic agent who seeks to maximise his personal interest, i.e. the so-called homo economicus. The bodies of academic literature of finance and marketing rely mainly on this fundamental hypothesis. However, recent developments during the last decade in these two domains such as in other management domains have highlighted the taking into account of collective actors or of actors who are more driven by collective than individual interests. This paper focuses on the need of new principles for the action for the consumer based on ethic, out of the market.

Keywords: Agent; collective; finance; marketing; ethic (search for similar items in EconPapers)
JEL-codes: B51 G3 M3 (search for similar items in EconPapers)
Date: 2009-06-25
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
https://mpra.ub.uni-muenchen.de/15916/1/MPRA_paper_15916.pdf original version (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pra:mprapa:15916

Access Statistics for this paper

More papers in MPRA Paper from University Library of Munich, Germany Ludwigstraße 33, D-80539 Munich, Germany. Contact information at EDIRC.
Bibliographic data for series maintained by Joachim Winter ().