Client «exécutant», «assistant marketing opérationnel», « relais» ou «apporteur de solutions»: Dis-moi ce que tu fais,je te dirai qui tu es!

Abstract : Since a long time, companies have tried to involve the consumer in the production of service. These approaches are developing fastly and advocate for a new vision of consumers, not as passive receptacles for offerings but as true market partners. Participation is a relatively recent area of research, both in marketing and sociology of consumption, but it seems, however, important to re-articulate the various theoretical fields in order to better understand the mechanisms set up by companies and interest that customers can withdraw. This research shows four figures of consumers: the worker customer, the marketing assistant, the relay and the provider of solutions. It specifies its role in creating the expected service
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Contributor : Audrey Bonnemaizon <>
Submitted on : Thursday, October 20, 2016 - 6:22:07 PM
Last modification on : Friday, October 4, 2019 - 1:31:25 AM

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Audrey Bonnemaizon, Sandrine Cadenat, Florence Benoit-Moreau, Valérie Renaudin. Client «exécutant», «assistant marketing opérationnel», « relais» ou «apporteur de solutions»: Dis-moi ce que tu fais,je te dirai qui tu es!. Management & Avenir, INSEEC/Management Prospective Ed. 2012, pp.175-193. ⟨hal-01135359⟩

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