Abstract
La métamorphose de la planification de marketing en planification stratégique de marché a eu pour effet de provoquer un schisme doctrinal entre les protagonistes de l'écoute naïve des clients et les novateurs qui glorifient la stratégie : contre raison, « 4 P » et « Positionnement » se sont ainsi trop souvent opposés. Au nom d'une rationalité perceptuelle de marché, les auteurs proposent ici une réintégration synergique de ces deux perspectives au sein d'une partition de marketing où le positionnement joue le rôle de chef d'orchestre.
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