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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 !

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://hal.archives-ouvertes.fr/hal-01630407
Contributor : Christine Okret-Manville <>
Submitted on : Tuesday, November 7, 2017 - 3:39:55 PM
Last modification on : Tuesday, September 29, 2020 - 11:42:04 AM

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Florence Benoît-Moreau, Valérie Renaudin, Sandrine Cadenat, Audrey Bonnemaizon. 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. ⟨hal-01630407⟩

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