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

Florence Benoît-Moreau Audrey Bonnemaizon 1 Sandrine Cadenat 1 Valérie Renaudin 2
2 DRM ERMES
DRM - Dauphine Recherches en Management, ESSEC Business School
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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https://halshs.archives-ouvertes.fr/halshs-00673110
Contributor : Florence Benoît-Moreau <>
Submitted on : Wednesday, February 22, 2012 - 4:47:45 PM
Last modification on : Tuesday, September 29, 2020 - 11:24:05 AM

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  • HAL Id : halshs-00673110, version 1

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Florence Benoît-Moreau, Audrey Bonnemaizon, Sandrine Cadenat, 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.1-16. ⟨halshs-00673110⟩

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