{"id":63,"date":"2006-06-15T11:34:39","date_gmt":"2006-06-15T11:34:39","guid":{"rendered":"https:\/\/visionary.wordpress.com\/2006\/06\/15\/avant-premiere-pour-le-marketing-experientiel-de-caru-et-cova\/"},"modified":"2020-11-06T07:30:26","modified_gmt":"2020-11-06T06:30:26","slug":"avant-premiere-pour-le-marketing-experientiel-de-caru-et-cova","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2006\/06\/15\/avant-premiere-pour-le-marketing-experientiel-de-caru-et-cova\/","title":{"rendered":"Avant premi\u00e8re pour le Marketing exp\u00e9rientiel de Caru et Cova"},"content":{"rendered":"

En avant premi\u00e8re exclusive pour les lecteurs de Visionarymarketing, voici la pr\u00e9face du futur livre de Bernard Cova et Antonella Caru sur le Marketing Exp\u00e9rientiel, qui sera publi\u00e9 par Routledge en Anglais.<\/em><\/p>\n

Pr\u00e9face du marketing exp\u00e9rientiel<\/h2>\n

La th\u00e9orie et la pratique du marketing sont marqu\u00e9es depuis le d\u00e9but des ann\u00e9es 2000 par l’\u00e9mergence des approches dites exp\u00e9rientielles, dont les racines remontent \u00e0 plus de 20 ans. Ces approches ont apport\u00e9 une r\u00e9ponse opportune aux changements majeurs qui affectent la consommation dans nos soci\u00e9t\u00e9s occidentales et forcent les entreprises \u00e0 revoir \u00e0 leur tour leurs efforts de marketing.<\/p>\n

\"exp\u00e9rientiel\"<\/p>\n

En r\u00e9action \u00e0 cette \u00e9volution, certains observateurs ont commenc\u00e9 \u00e0 \u00e9pouser l’id\u00e9e d’une nouvelle panac\u00e9e marketing qu’ils appellent le marketing exp\u00e9rientiel, ou le marketing des exp\u00e9riences. Malheureusement, et comme cela a trop souvent \u00e9t\u00e9 le cas dans le domaine du marketing, cette nouvelle panac\u00e9e tend \u00e0 r\u00e9duire la notion d’exp\u00e9rience \u00e0 quelque chose de simple et facilement g\u00e9rable par les entreprises.<\/p>\n

Cela s’explique par le fait qu’elle se concentre davantage sur les modalit\u00e9s selon lesquelles les entreprises cr\u00e9ent des exp\u00e9riences, et moins sur le fait d’essayer de comprendre la nature complexe des exp\u00e9riences de consommation r\u00e9elles des consommateurs et\/ou comment ils interagissent avec les offres de produits d’entreprise qui g\u00e9n\u00e8rent ces exp\u00e9riences.<\/p>\n


\nFace \u00e0 cet \u00e9tat de fait et forts de tout un groupe de chercheurs euro-m\u00e9diterran\u00e9ens qui partagent tous la m\u00eame analyse critique (bas\u00e9e sur une approche postmoderne de la consommation et du marketing), nous avons con\u00e7u un projet de livre offrant un aper\u00e7u de l’exp\u00e9rience de consommation. Cette vision est plus large et plus compl\u00e8te que celle v\u00e9hicul\u00e9e par le marketing exp\u00e9rientiel, sans n\u00e9gliger les dimensions marketing impliqu\u00e9es. En d’autres termes, il ne s’agit ni d’un livre sur le comportement exp\u00e9rientiel des consommateurs ni d’un manuel sur le marketing exp\u00e9rientiel, mais d’un travail qui tente d’embrasser toutes les modulations qui peuvent exister entre un consommateur et une entreprise pendant la production d’une exp\u00e9rience de consommation. Bref, ce livre est \u00e9crit de mani\u00e8re \u00e0 \u00eatre accessible et didactique sans tomber dans une approche \u00a0\u00bb comment faire \u00ab\u00a0.<\/p>\n

\"Avant<\/a>
Avant premi\u00e8re pour le Marketing exp\u00e9rientiel de Caru et Cova<\/figcaption><\/figure>\n

Depuis le tout d\u00e9but de ce projet, nous avons essay\u00e9 de promouvoir la recherche impliquant des institutions fran\u00e7aises et italiennes. Les \u00e9tudes dans ces domaines ont rarement \u00e9t\u00e9 traduites en anglais, malgr\u00e9 leur importante contribution \u00e0 la connaissance des exp\u00e9riences de consommation. Pour ne citer que quelques-unes des institutions les plus prolifiques en mati\u00e8re de recherche sur l’exp\u00e9rience de la consommation : en France, l’IAE de Dijon (li\u00e9e \u00e0 l’Universit\u00e9 de Bourgogne), l’ESCP-EAP (Paris) et Euromed (Marseille) ; et en Italie, l’Universit\u00e9 Bocconi (Milan) et le D\u00e9partement \u00e9conomique de l’Universit\u00e9 de Pise. Neuf des auteurs sont italiens et huit fran\u00e7ais. Cela ne doit pas \u00eatre interpr\u00e9t\u00e9 comme signifiant que le livre tente de promouvoir, quoi qu’il arrive, une sorte de mod\u00e8le euro-m\u00e9diterran\u00e9en d’exp\u00e9rience de consommation par opposition \u00e0 un mod\u00e8le nord-am\u00e9ricain. Trois de ses auteurs, et des auteurs assez importants \u00e0 ce sujet, viennent d’Am\u00e9rique du Nord (un de la Kellogg School of Management \u00e0 Chicago, un de la Schulich School of Business \u00e0 Toronto et un de la Norton School of Family and Consumer Sciences \u00e0 Tucson, Arizona). De plus, les bibliographies des chapitres sont largement remplies de contributions anglo-am\u00e9ricaines \u00e0 ce sujet.<\/p>\n

Enfin, ce projet n’aurait jamais pu voir le jour gr\u00e2ce \u00e0 l’apport tr\u00e8s constructif de Francesca Heslop de Routledge, \u00e0 l’aide de nos traducteurs Mike Hammersley et Alan Sitkin et au soutien de nos coll\u00e8gues, notamment les six membres fondateurs de la s\u00e9rie de s\u00e9minaires du ESRC sur le marketing critique (Miriam Catterall, Christina Goulding, Pauline Maclaran, Richard Elliott, Mike Saren, Avi Shankar) et Annamma Joy et Michael Gibbert, que nous remercions chaleureusement. Traduit avec www.DeepL.com\/Translator (version gratuite)<\/p>\n","protected":false},"excerpt":{"rendered":"

En avant premi\u00e8re exclusive pour les lecteurs de Visionarymarketing, voici la pr\u00e9face du futur livre de Bernard Cova et Antonella Caru sur le Marketing Exp\u00e9rientiel, qui sera publi\u00e9 par Routledge en Anglais. Pr\u00e9face du marketing exp\u00e9rientiel La th\u00e9orie et la pratique du marketing sont marqu\u00e9es depuis le d\u00e9but des ann\u00e9es 2000 par l’\u00e9mergence des approches …<\/p>\n","protected":false},"author":2,"featured_media":58861,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[248],"tags":[],"class_list":["post-63","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-livres-marketing"],"yoast_head":"\nAvant premi\u00e8re pour le Marketing exp\u00e9rientiel de Caru et Cova<\/title>\n<meta name=\"description\" content=\"Pr\u00e9face du futur livre de Bernard Cova et Antonella Caru sur le Marketing Exp\u00e9rientiel, qui sera publi\u00e9 par Routledge en Anglais.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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He is a speaker and author of many books. In 2014 he went from intrapreneur to entrepreneur, when he created his digital marketing agency. Yann Gourvennec a cr\u00e9\u00e9 visionarymarketing.com en 1996. Il est conf\u00e9rencier et auteur de plusieurs livres. 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\/63","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=63"}],"version-history":[{"count":0,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/63\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media\/58861"}],"wp:attachment":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media?parent=63"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/categories?post=63"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/tags?post=63"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}