Commentaire sur « Look up ! Cinq propositions de recherche pour repenser le marketing dans une société post-croissance » : le Marketing doit penser sa propre évolution à l’ère de l’Anthropocène
Résumé
Cet article fait suite à la proposition de Rémy et al. Il propose de réfléchir à l'évolution du marketing à l'ère de l'Anthropocène en trois temps. Dans un premier temps, il revient sur les constats macroéconomiques et clarifie certains postulats qui sont associés à tort à la vision du marketing durable attribuée à Dekhili et al. Dans un second temps, il développe le cadre de ce que devraient être les pratiques de marketing durable pour une organisation. Dans un dernier temps, il offre des pistes d’orientation pragmatiques pour des chercheurs en marketing souhaitant conduire des projets de recherche dans le contexte de l'Anthropocène.
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Article first published online: April 10, 2024
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