{"id":1967,"date":"2009-09-19T18:52:54","date_gmt":"2009-09-19T18:52:54","guid":{"rendered":"http:\/\/visionary.wordpress.com\/?p=1967"},"modified":"2021-03-05T21:04:56","modified_gmt":"2021-03-05T20:04:56","slug":"le-marketing-ethique-au-dela-du-changement-detiquette","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2009\/09\/19\/le-marketing-ethique-au-dela-du-changement-detiquette\/","title":{"rendered":"le marketing \u00e9thique au del\u00e0 du &lsquo;changement d&rsquo;\u00e9tiquette&rsquo;"},"content":{"rendered":"<p>Le marketing \u00e9thique ? Un oxymore ? Comment traduire dans son marketing l\u2019engagement soci\u00e9tal de l\u2019entreprise ? Comment mettre en \u0153uvre un marketing et une communication durable ? Voici le programme ambitieux, et qui tombe fort \u00e0 propos, d&rsquo;une \u00e9tudiante de <a href=\"https:\/\/www.tbs-education.fr\" target=\"_blank\" rel=\"noopener noreferrer\">l&rsquo;ESC<\/a> Toulouse (d\u00e9cid\u00e9ment une \u00e9cole dont on appr\u00e9cie les documents de recherche), <span class=\"removed_link\" title=\"http:\/\/www.linkedin.com\/pub\/ghizlane-mrani\/1\/624\/776\">Ghizlane Mrani<\/span>.<\/p>\n<h2>Le marketing \u00e9thique au-del\u00e0 du &lsquo;changement d&rsquo;\u00e9tiquette&rsquo;<\/h2>\n<figure id=\"attachment_56191\" aria-describedby=\"caption-attachment-56191\" style=\"width: 799px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2009\/09\/49812202173_a59e102f10_c.jpg\"><img decoding=\"async\" class=\"wp-image-56191 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2009\/09\/49812202173_a59e102f10_c.jpg\" alt=\"Le marketing \u00e9thique au del\u00e0 du 'changement d'\u00e9tiquette'\" width=\"799\" height=\"530\" \/><\/a><figcaption id=\"caption-attachment-56191\" class=\"wp-caption-text\">Le marketing \u00e9thique au del\u00e0 du &lsquo;changement d&rsquo;\u00e9tiquette&rsquo;<\/figcaption><\/figure>\n<p>L&rsquo;enjeu est de taille. Au-del\u00e0 du Marketing \u00e9thique souvent r\u00e9duit au \u00ab\u00a0changement d&rsquo;\u00e9tiquette\u00a0\u00bb pour reprendre l&rsquo;excellent jeu de mots de Didier Heiderich, le v\u00e9ritable enjeu est critique, car le Marketing n&rsquo;a pas \u00e9t\u00e9 invent\u00e9 pour consommer moins, comme le fait remarquer \u00e0 juste titre Mlle Mrani.<\/p>\n<p><!--more--><\/p>\n<div>Pour ce qui est de la mise en \u0153uvre du d\u00e9veloppement durable au niveau des fonctions marketing et communication, il faut d\u2019abord retenir que la finalit\u00e9 du marketing et de la communication responsable n\u2019est pas de faire consommer moins, mais de faire consommer mieux, tout en sensibilisant les consommateurs sur des probl\u00e9matiques sociales ou environnementales sur lesquelles l\u2019entreprise souhaite prendre la parole.<\/div>\n<div><\/div>\n<div>Aussi, bien qu\u2019il soit important pour l\u2019entreprise de faire percevoir la sp\u00e9cificit\u00e9 de son \u00e9coproduit,\u00a0il faut retenir que l\u2019axe \u00e9thique ne suffit pas \u00e0 faire vendre. Le produit doit \u00eatre\u00a0attractif car le principal moteur reste le b\u00e9n\u00e9fice client.<\/div>\n<div><\/div>\n<div>Et de conclure dans son r\u00e9sum\u00e9 de direction, il faudra \u00e9galement que ce nouveau Marketing aille au-del\u00e0 de la simple d\u00e9claration et r\u00e9alise des projets tangibles (\u00ab\u00a0walk the walk\u00a0\u00bb et non \u00ab\u00a0talk the talk\u00a0\u00bb).<\/div>\n<div><\/div>\n<p>https:\/\/visionarymarketing.com\/wp-content\/uploads\/2009\/09\/cr-v-finale-g-mrani.pdf<\/p>\n<p>t\u00e9l\u00e9charger le dossier\u00a0<a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2009\/09\/cr-v-finale-g-mrani.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">Marketing \u00e9thique et environnement<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le marketing \u00e9thique ? Un oxymore ? Comment traduire dans son marketing l\u2019engagement soci\u00e9tal de l\u2019entreprise ? Comment mettre en \u0153uvre un marketing et une communication durable ? Voici le programme ambitieux, et qui tombe fort \u00e0 propos, d&rsquo;une \u00e9tudiante de l&rsquo;ESC Toulouse (d\u00e9cid\u00e9ment une \u00e9cole dont on appr\u00e9cie les documents de recherche), Ghizlane Mrani. &hellip;<\/p>\n","protected":false},"author":2,"featured_media":56191,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-1967","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-innovation-fr"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>le marketing \u00e9thique au del\u00e0 du &#039;changement d&#039;\u00e9tiquette&#039;<\/title>\n<meta name=\"description\" content=\"Le marketing \u00e9thique ? Un oxymore ? 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En 2014, il est pass\u00e9 d'intrapreneur \u00e0 entrepreneur en cr\u00e9ant son agence de marketing num\u00e9rique.","sameAs":["https:\/\/visionarymarketing.com","http:\/\/facebook.com\/ygourven","http:\/\/linkedin.com\/in\/ygourven","https:\/\/x.com\/ygourven","https:\/\/www.youtube.com\/c\/visionarymarketingagency"],"url":"https:\/\/visionarymarketing.com\/fr\/author\/yann-gourvennec\/"}]}},"_links":{"self":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/1967","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/comments?post=1967"}],"version-history":[{"count":0,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/1967\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media\/56191"}],"wp:attachment":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media?parent=1967"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/categories?post=1967"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/tags?post=1967"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}