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Le marketing : quelle contribution au bien commun ?

from Amina Béji-Bécheur , Université Paris Est, Institute of Management Research

Partons d’un constat : le marketing est né pour servir l’entreprise capitaliste et le développement de ses marchés. Le but ultime étant la création de richesses et, par ricochet, le bien-être des populations.

 Un ensemble d’outils marketing ont été créés pour accompagner les enjeux de performance économique des entreprises. Reprenant les travaux de Jean-Claude Moisdon (Du mode d’existence des outils de gestion, les instruments de gestion à l’épreuve de l’organisation), ces outils/techniques jouent trois grands rôles : un rôle d’investigation du fonctionnement organisationnel (le degré et les modalités d’acceptation des outils par un environnement donnent à voir les règles de fonctionnement de celui-ci, en contrepartie de quoi, il est possible de construire des outils adaptés au contexte), un rôle d’accompagnement du changement (ils incarnent les activités des acteurs et leur fournissent des supports pour se coordonner et partager le sens), un rôle d’exploration du nouveau (l’appropriation des outils peut ouvrir de nouveaux champs des possibles en termes d’usages, de création). 

Dès lors, la conception d’outils marketing est indissociable de la transformation du système dans lequel ils viennent s’insérer. Les outils sont au cœur d’une tension ...

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Marketing partout, marketing nulle part ?

from Xavier Charpentier , FreeThinking

S’il est une évidence que l’intégralité du corps social semble aujourd’hui partager, c’est celle-ci : le marketing a tout envahi ; il est LA technique de persuasion par excellence du XXe et du XXIe siècles ; il concerne aujourd’hui absolument tous les champs de la vie non seulement économique mais sociale. Les marketers et tous leurs avatars (publicitaires, sondeurs…) se transforment de fait, dans l’imaginaire collectif, en figures modernisées des sophistes dont parle Platon pour dénoncer leur malignité. Malignité manifeste de leurs techniques de persuasion perverses et manipulatoires. Malignité, aussi, des valeurs implicites relativistes et au fond nihilistes qu’ils véhiculent à travers leurs discours et démonstrations : « l’individu est la mesure de toutes choses… ». De Vance Packard au grand public, en passant par Gilles Deleuze qui dénonçait la captation atterrante de la notion de « concept » par le marketing (Pourpalers, 1990) sans parler de Naomi Klein, l’accusation a fait florès. D’autant plus que cette hégémonie envahissante du marketing, a été diagnostiquée aussi dans le champ du politique, où elle est ressentie de la façon la plus dramatisée (« c’est du marketing… Mais au fond tout est pareil, notre choix démocratique n’est jamais respecté, tout ...

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Creating a habit, the Pepsodent case

From Charles Duhigg , American journalist and non-fiction author, in The Power of Habit

A prominent American executive named Claude C. Hopkins was approached by an old friend with a new business idea. The friend had discovered an amazing product, he explained, that he was convinced would be a hit. It was a toothpaste, a minty, frothy concoction he called “Pepsodent.” To sell Pepsodent, then, Hopkins needed a trigger that would justify the toothpaste’s daily use. He sat down with a pile of dental textbooks. “It was dry reading,” he later wrote. “But in the middle of one book I found a reference to the mucin plaques on teeth, which I afterward called ‘the film.’ That gave me an appealing idea. I resolved to advertise this toothpaste as a creator of beauty. To deal with that cloudy film.” In focusing on tooth film, Hopkins was ignoring the fact that this same film has always covered people’s teeth and hadn‘t seemed to bother anyone. The film is a naturally occurring membrane that builds up on teeth regardless of what you eat or how often you brush.-" People had never paid much attention to it, and there was little reason why they should: You can get rid of the ?lm by eating an ...

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Hewlett-Packard, a cautionary tale

From Peter Thiel and Blake Masters , respectively Entrepreneur, VC & philanthropist and Principal at Thiel Capital and co author, in Zero to One

What happens when a company stops believing in secrets? The sad decline of Hewlett-Packard provides a cautionary tale. In 1990, the company was worth $9 billion. Then came a decade of invention. In 1991, HP released the DeskJet 500C, the world’s first affordable color printer. In 1993, it launched the OmniBook, one of the first “superportable” laptops. The next year, HP released the OfficeJet, the world’s first all-in-one printer/fax/copier. This relentless product expansion paid off: by mid-2000, HP was worth $135 billion. But starting in late 1999, when HP introduced a new branding campaign around the imperative to “invent,” it stopped inventing things. In 2001, the company launched HP Services, a glorified consulting and support shop. In 2002, HP merged with Compaq, presumably because it didn’t know what else to do. By 2005, the company’s market cap had plunged to $70 billion—roughly half of what it had been just five years earlier. HP’s board was a microcosm of the dysfunction: it split into two factions, only one of which cared about new technology. That faction was led by Tom Perkins, an engineer who first came to HP in 1963 to run the ...

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Deep dive into customer’s craving, the Febreze case

From Charles Duhigg , American journalist and non-fiction author, in The Power of Habit

“What do you do about the cat smell?” a scientist asked the woman. “It’s usually not a problem,” she said. “How often do you notice a smell?" “Oh, about once a month,” the woman replied. The researchers looked at one another. “Do you smell it now?’ a scientist asked. “No,” she said. The same pattern played out in dozens of other smelly home the researchers visited. People couldn’t detect most of the bad smells in their lives. If you live with nine cats, you become desensitized to their scent. If you smoke cigarettes, it damages your olfactory capacities so much that you can't smell smoke anymore. Scents are strange; even the strongest fade with constant exposure. That’s why no one was using Febreze, Stimson realized. The product’s cue—the thing that was supposed to trigger daily use—was hidden from the people who needed it most. Bad scents simply weren't noticed frequently enough to trigger a regular habit. As a result, Febreze ended up in the hack of a closet. The people with the greatest proclivity to use the spray never smelled the odors that should have reminded them the living room needed a ...

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Let them create their own stories

From Martin Lindstrom , author, branding expert and consultant in neuro-marketing, in Buyology

FEW YEARS back, some friends and I embarked on the Harbour Bridge Climb in the middle of Sydney Harbour in Australia. It’s a four-hour-long ascent that takes you along catwalks and corridors and ladders until at last you reach the summit of the Sydney Harbour Bridge. The view is, of course, spectacular. You can see every building, every rooftop, every passing ship. I rarely do things like this—it’s a little touristy—but I won’t ever forget that afternoon. It wasn’t because I’d never seen the city from that height (because I do, every time ...

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Suggestive names

from Alexandra Watkins , brand name consultant and author

I have great respect for anyone who can invent a clever name that suggests something about the brand. Some of my favorite coined names are Dreamery, Groupon, Pictionary, Cinnabon, Chillow, Pinterest, Chuggemaut, and San Franpsycho. (…) It's important to make sure your name is meaningful to potential customers, not just to you.

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