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Client " exécutant ", " assistant marketing ", " relais " ou " apporteur de solutions " : quel rôle veulent nous faire endosser les enseignes ?

Abstract : Since a long time, companies have tried to involve the consumer in the production of service. These approaches are highly increasing and advocate a new view of consumers, not as passive receptacles for offerings but as true market partners. This 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 the consumer: 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-00673127
Contributor : Florence Benoît-Moreau <>
Submitted on : Wednesday, February 22, 2012 - 5:10:58 PM
Last modification on : Tuesday, September 29, 2020 - 11:24:05 AM

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  • HAL Id : halshs-00673127, version 1

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Florence Benoît-Moreau, Audrey Bonnemaizon, Sandrine Cadenat, Valérie Renaudin. Client " exécutant ", " assistant marketing ", " relais " ou " apporteur de solutions " : quel rôle veulent nous faire endosser les enseignes ?. Colloque international Etienne Thil sur la Distribution, Sep 2011, Roubaix, France. pp.1-21. ⟨halshs-00673127⟩

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