La proximité en marketing: proposition d’un cadre intégrateur et agenda de recherche

• François Lenglet ^[1] ; Rémi Mencarelli ^[1]
  1. [1] University of Savoy

     University of Savoy

     Arrondissement de Chambéry, Francia

     
• Localización: Recherche et applications en marketing, ISSN 0767-3701, Vol. 35, Nº. 4, 2020, págs. 103-130
• Idioma: francés
• DOI: 10.1177/0767370120921529
• Texto completo no disponible (Saber más ...)
• Resumen

  • Depuis quelques années le monde académique comme les praticiens montrent un intérêt grandissant pour le concept de proximité. Face à une littérature croissante mais confuse en raison de la diversité des approches mobilisées, cet article propose une synthèse intégrative et macro-analytique autour du concept de proximité. L’article poursuit quatre objectifs : caractériser et définir la proximité, comprendre la place occupée par ce concept dans les modèles théoriques en marketing, envisager l’intérêt managérial de la proximité, et, enfin, proposer des voies de recherche afin d’approfondir la compréhension du concept de proximité dans le champ du marketing.

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