En Amérique du Nord, le fossé qui sépare le monde des chercheurs-académiciens de celui des praticiens nous force de constater que le discours officiel de l'American Marketing Association sur l'instrumentalisme du champ de la recherche en marketing tient davantage de la réthorique que de la réalité des faits. Esotérisme et isolationnisme académiques ne sont certes pas les réponses appropriées à l'évolution nécessaire du rôle social du marketing.
Get full access to this article
View all access options for this article.
References
1.
WroeAlderson (1957), Marketing Behavior and Executive Action: A Functionalist Approach to Marketing, Homewood, Ill., Richard D. Irwin, Inc.
2.
AldeisonWroe, et GreenPaul (1964), Planning and Problem Solving in Marketing, Richard D. Irwin, Inc.
3.
YvanAllaire (1985), Le savant et le manager, document de travail, Centre de Recherche en Gestion, Université du Québec à Montréal.
4.
AllaireYvan, et FirsirotuMihaela (1988), Stratégies de marché et marketing stratégique, document de travail, Centre de Recherche en Gestion, Université du Québec à Montréal.
5.
AMA Task Force on the Development of Marketing Thought (1988), Developing, Disseminating, and Utilizing Marketing Knowledge, Journal of Marketing, 52 (October), Number 4, 1–25.
6.
ChrisArgyris (1985), Making Knowledge More Relevant to Practice Maps for Action, in Doing Research that is Useful for Theory and Practice, LawlerMohrmanJr., III, MohrmanLedfordJr., Cummings and Associates (eds), Jossey-Bass Publishers.
7.
JohanArndt (1985a), On Making Marketing More Scientific, Journal of Marketing, 49 (Summer), 11–23.
8.
JohanArndt (1985b), On making Marketing Science More Scientific Role of Orientations, Paradigms Metaphors and Puzzle Solving, Journal of Marketing, 49 (Summer), 11–23.
9.
MichelAudet (1986), Le procès des sciences de l'administration, in La production des sciences de l'administration, textes collig es par Michel Audet et Jean-Louis Malouin, Laval, Les Presses de l'Université.
10.
BarabbaVincent P. (1983), Making Use of Methodologies Developed in Academia Lessons from One Practitioner's Experience, in Producing Useful Knowledge for Organizations, KilmannThomas, SlevinNath, et Jerrell (eds), Praeger, 145–170.
11.
RobertBartels (1983), Is Marketing Defaulting its Responsibilities?, Journal of Marketing, 47 (Fall), 32–35.
12.
BartelsRobert, et MacnabB. E., (1973), Marketing Theory and Practice, The Dartnell Marketing Manager's Handbook, Steward et Britt (eds), Chicago, The Dartnell Corporation.
13.
BelkRussell W. (1986), What should ACR want to be when it grows up?, in Advances in Consumer Research, vol. XIII, Richard J. Lutz (ed.), 423–424.
14.
BennettRoger C., et CooperRobert G. (1981), The Misuse of Marketing an American Tragedy, Business Horizons, Nov.-Dec, 51–61
15.
BeyerJanice M., et TriceHarrison M. (1983), Current and Prospective Roles for Linking Organizational Researchers and Users, in Producing Useful Knowledge for Organizations, KilmannThomas, SlevinNath, et Jerrell (eds), Praeger, 675–702.
16.
BillingtonJ. H. (1968), The Humanistic Heartbeat has failed, Life, LX21, May, 24, 32-35.
17.
PierreBourdieu (1980), Le sens pratique, Ed. de Minuit.
18.
BuellVictor P. (1966), Marketing Management in Action, McGraw-Hill Book Company.
19.
Business Week (1990), Is Research in the Ivory Tower:«Fuzzy, Irrelevant, Pretentious»?, October, 29, 62–66.
20.
CailléAlain (1989), Critique de la raison utilitaire, Ed. La Découverte.
21.
CalderBobby J., et TyboutAlice M. (1989), Interpretive, Qualitative, and Traditional Scientific Empirical Consumer Behavior Research, in Interpretive Consumer Research, HirschmanElizabeth (ed.), Association for Consumer Research, 199–208.
22.
NathanCaplan (1979), The Two-Communities Theory and Knowledge Utilization, American Behavioral Scientist, 22 (January), 459–470.
23.
AlainChanlat (1984), La perspective complémentariste, in Gestion et culture d'entreprise, Québec-Amérique, 207–217.
24.
ConversePaul D. (1945), The Development of the Science of Marketing. An Explanatory Survey, Journal of Marketing, 10 (July), 14–23.
25.
CrozierMichel, et FriedbergErhard (1977), L'acteur et le esystème, Ed. du Seuil.
26.
DeshpandeRohit, et ZaltmanGerald (1982), Factors Affecting the Use of Market Research Information: a Path Analysis, Journal of Marketing Research, XIX (February), 14–31.
27.
DholakiaNikhilesh, FiratFuat A., et BagozziRichard P. (1987), Rethinking Marketing, in Philosophical and Radical Thought in Marketing, FiratA. Fuat, DholakiaNikhilesh et BagozziRichard P. (eds), Lexington Books, 373–384.
28.
PeterFrost (1980), Toward a Radical Framework for Practicing Organization Science, Academy of Management Science, vol. 5, no4, 501–507.
29.
GagnonJean-Marie (1986), La démarche intellectuelle, une note sur le cas des écoles universitaires d'administration, in La Production des connaissances scientifiques de l'administration, textes colligés par Michel Audet et Jean-Louis Malouin, Laval, Les Presses de l'Université, 57–66.
30.
GardaRobert A. (1988), Comments on the AMA Task Force Study, Journal of Marketing, 52 (October), 32–41.
31.
GergenK. J. (1973), Social Psychology as History, Journal of Personality and Social Psychology, 26, 309–320.
32.
GeorgesGusdorf (1977), De l'histoire des sciences à l'histoire de la pensée, Payot.
33.
HartleyRobert F. (1986), Marketing Mistakes, John Wiley & Sons, Inc.
34.
HecklerSusan E. (1988), Bridging the Gap the Challenge of Integrating Consumer Behavior Research with the Practice of Advertising, in Advances in Consumer Research, vol. XV, Michael Houston (ed.), 265–268.
35.
HirschmanElizabeth C. (1986), Marketing, Intellectual Creativity, and Consumer Research, inAdvances in Consumer Research, vol. XIII, Richard J. Lutz (ed.), 433–435.
36.
HitchonJacqueline C., et ChurchillGilbert A.Jr. (1988), The Three Domains of Ethical Concerns for the Marketing Researcher, in Marketing: A Return to the Broader Dimensions, Winter Educators’ Conference, Shapiro et Walle (eds), Chicago, Illinois, AMA, 181–188.
37.
HolbrookMorris B. (1985), Why Business is Bad for Consumer Research: The Three Bears Revisited, in Advances in Consumer Research, vol. XII, Hirschman et Holbrook (eds), 145–156.
38.
HolbrookMorris B. (1986a), The Place of Marketing Research on the Business-Research Continuum, in Marketing Education: Knowledge Development, Dissemination and Utilization, AMA Winter Educators’ Conference, Guiltinan et Achabal (eds), Chicago, Illinois, AMA, 11–15.
39.
HolbrookMorris B. (1986b), A Note on Sadomasochism in the Review Process: I Hate when that happens, Journal of Marketing, 50 (July), 104–108.
40.
HolbrookMorris B. (1987a), Some Notes on the Banausic Interrelationship among Marketing Academics and Practitioners, in Marketing Theory, AMA Winter Educators’ Conference, Belk et al. (eds), Chicago, Ill., 342–343.
41.
HolbrookMorris B. (1987c), O, Consumer, How You've Changed: Some Radical Reflections on the Roots of Consumption, in Philosophical and Radical Thought in Marketing, FiratA. Fuat, DholakiaNikhilesh, et BagozziRichard P. (eds), Lexington Books, 157–178.
42.
HolbrookMorris B. (1987c), What is Consumer Research?, Journal of Consumer Research, 14 (juin). 128–132.
43.
HolbrookMorris B. (1988), The Positivistic and Interpretive Sides of Semiotic Research on Artistic Consumption Hermes Speaks, in Marketing: A Return to the Broader Dimensions, Winter Educators’ Conference, Sharipo, and Walle (eds), Chicago, Illinois, AMA, 494–497.
44.
HuntShelby D. (1983a), Introduction, in Marketing Theory: The Philosophy of Marketing Science.Homewood, Illinois, Richard D. Irwin, Inc., 1–82.
45.
HuntShelby D. (1983b), Lawlike Generalizations and Marketing Theory, in Marketing Theory: The Philosophy of Marketing Science, Homewood, Illinois, Richard D. Irwin, Inc., 268–270.
46.
HuntShelby D. (1984), Should Marketing Adopt Relativism?, in Scientific Method in Marketing: The Philosophy of Marketing Science, Homewood, Illinois, Richard D. Irwin Inc., 268–270.
47.
HuntShelby D. (1988), Comments on the AMA Task Force Study, Journal of Marketing, 52 (October). 42–47.
48.
HuntShelby D. (1989), Naturalistic, Humanistic, and Interpretive Inquiry: Challenges and Ultimate Potential, in Interpretive Consumer Research, HirschamnElizabeth C (ed.), Association for Consumer Research, 185–198.
49.
HuntShelby D. (1990), Truth in Marketing Theory and Research, Journal of Marketing, 54 (July), 1–15.
50.
JacobJacoby (1978), Consumer Research: How Valid and Useful Are all Consumer Behavior Research Findings? A State of the Art Review, Journal of Marketing, April, 87–96.
51.
JacobJacoby (1985a), The Vices and Virtues of Consulting: Responding to a Fairy Tale, in Advances in Consumer Research, vol. XII, Hirschman et Holbrook (eds), 157–163.
52.
KilmannRalph H., SlevinDennis P., et ThomasKenneth W. (1983), The Problem of Producing Useful Knowledge, in Producing Useful Knowledge for Organizations, KilmannThomas, SlevinNath, et Jerrell (eds), Praeger, 1–21.
53.
PhilipKotier (1987), Humanistic Marketing Beyond the Marketing Concept, in Philosophical and Radical Thought in Marketing, FiratA. Fuat, DholakiaNikhilesh, et BagozziRichard P. (eds), Lexington Books, 271–288.
54.
KoverArthur J. (1976), Careers and Noncommunication the Case of Academic and Applied Marketing Research, Journal of Marketing Research,XIII (November), 339–344.
55.
LawlerEdward E.III (1985), Challenging Traditional Research Assumptions, in Doing Research that is Useful for Theory and Practice, Lawller IllMohrmanJr., MohrmanLedfordJr., Cemmings and Associates (eds), Jossey-Bass Publishers
56.
LouisMeryl Reis (1983), Useful Knowledge and Knowledge Use: Toward Explicit Meanings, in Producing Useful Knowledge for Organizations, KilmannThomas, SlevinNath et Jerrell (eds), Praeger25–36.
57.
MackenzieKenneth D. (1983), Some Real World Adventures of a Bench Scientist, in Producing Useful Knowledge for Organizations, KilmannThomas, SlevinNath et Jerrell (eds), Praeger, 100–118.
58.
MathiasPeter F. (1983), Introducing Change in Organizations: Moving from General Theories of Content to Specific Theories of Context, in Producing Useful Knowledge for Organizations, KillmannThomas, SlevinNath, et Jerrell (eds), Praeger, 133–144.
59.
MclnnesWilliam C. (1964), A Conceptual Approach to Marketing, in CoxR., and AldersonW. (eds), Theory in Marketing, Homewood, Ill., Richard D. Irwin, Inc., 51–66.
60.
McKeonWilliam J. (1974), Hugh Elmer Agnew, in Pioneers in Marketing, WrightJohn S., et DimsdaleParks B.Jr. (eds), Business Publishing Division, College of Business Administration, Georgia State University, 3–8.
61.
MertonRobert K. (1957), Priorities in Scientific Discovery: A Chapter in the Sociology of Science, American Sociological Review, 22 (December), 635–659.
62.
HenryMintzberg (1973), The Nature of Managerial Work, New York, Harper & Row.
63.
HenryMintzberg (1989), Mintzberg on Management, The Free Press.
64.
MitroffIan I., et KilmannRalph H. (1983), Intellectual Resistance to Useful Knowledge an Archetypal Social Analysis, in Producing Useful Knowledge for Organizations, KilmannThomas, SlevinNath, et Terrell (eds), Praeger, 266–280.
65.
EdgarMorin (1980), La méthode 2. La Vie de la vie, Paris, Ed. du Seuil.
66.
MurphyPatrick E., EnisBen M., MillensonJon S., et HolbrookMorris (1986), Marketing Education in the 1980‘s and Beyond, in Marketing Education, Knowledge Development, Dissemination and Utilization, AMA Winter Educators’ Conference, AchabalGuiltinanet (eds), Chicago Illinois, AMA, 1–7.
67.
MyersJohn G., GreyserStephen A., et MassyWilliam F. (1980), Marketing Research and Knowledge Development, Englewood Cliffs, NJ, Prentice-Hall.
68.
OviatBenjamin M., et MillerWarren D. (1989), Irrelevance, Intransigence and Business Professors, The Academy of Management Executive, vol. Ill, no4, 304–312.
69.
OzanneJulie L., et HudsonLaurel Anderson (1989), Exploring Diversity in Consumer Research, in Interpretive Consumer Research, HirschmanElizabeth C. (ed.), Association for Consumer Research, 1–9.
70.
PetersThomas J., et WatermanRobert H.Jr. (1982), In Search of Excellence, New York, Harper & Row.
71.
PetersW. H. (1983), Opening statement in «What is the Appropriate Orientation for the Marketing Academician?», in Marketing Theory: The Philosophy of Marketing Science, Shelby D. Hunt, Richard D. Irwin, Inc.
72.
PetersenJames C., et FarrellDan (1983), Extending the Extension Model: New Institutional Forms for Useful Knowledge; in Producing Useful Knowledge for Organizations, KilmannThomas, SlevinNath, et Jerrell (eds), Praeger, 703–715
73.
PopperKarl R. (1968), The Logic of Scientific Discovery, Harper & Row Publishers.
74.
RayMichel L. (1984), The Critical Need for a Marketing Measurement Tradition, in Measurement Readings for Marketing Research, Chicago Ill., AMA, 1–15.
75.
RyansJohn K., HowardDonald G., HowellWilliam P., et SavinoDavid M. (1988), Marketing Theory Attitudes: A Comparison of 1974 and 1987 Surveys of JM Editorial Board Members, in Marketing: A Return to the Broader Dimensions, Stanley Shapiro (ed.), AMA Winter Educators’ Conference, Proceeding Series, 515–518.
76.
SaatyThomas L. (1983), Knowledge Utilization: Estimating Gaps by the Analytic Hierarchy Process, in Producing Useful Knowledge for Organizations, KilmannThomas, SlevinNath, et Jerrell (eds), Praeger, 83–99.
77.
SummerCharles E.Jr. (1959), The Managerial Mind, Harvard Business Review, 37 (1), 69–78.
78.
SusmanGerald I., et EveredRoger D. (1978), An Assessment of the Scientific Merits of Action Research, Administrative Science Quaterly, 23 (December), 582–603.
79.
WallerRobert J. (1983), Knowledge for Producing Useful Knowledge and the Importance of Synthesis, in Producing Useful Knowledge for Organizations, KilmannThomas, SlevinNath et Jerrell (eds), Praeger, 281–311.
80.
WallerMary Ellen (1988), Aspects of Early Market Research, 1879-1917: An Overview, in Marketing: A Return to the Broader Dimensions, Winter Educators’ Conference, Shapiro, and Walle (eds), Chicago, Illinois, AMA, 153–169.
81.
MaxWeber (1959), Le savant et le politique, Préface de Raymond Aron, Pion.
82.
WebsterJr., et FrederickE. (1988), Comments on the AMA Task Force Study, Journal of Marketing, 52 (October), 48–51.
83.
WeissCarol H., et BucuvalasMichael J. (1980), Truth Tests and Utility Tests Decision-Makers Frames of Reference for Social Science Research, American Sociological Review, Ab (April), 302–313.
84.
WestingJ. Howard (1983), What is the Appropriate Orientation for the Marketing Academician?, in Marketing Theory: The Philosophy of Marketing Science, Shelby D. Hunt, Homewood, Ill., Richard D. Irwin, Inc., 37–57.
85.
RichardWhitley (1984), The Scientific Status of Management Research as a Practically-Oriented Social Science, Journal of Management Science, 21 (4), 369–390.
86.
GerardZaltman (1983), Knowledge Disavowal in Organizations, in Producing Useful Knowledge for Organizations, KilmannThomas, SlevinNath et Jerrell (eds), Praeger, 173–187.
87.
ZaltmanGerarld, et BonomaT. V., (1979), Prostitution and Promiscuity, Working Paper, 340, University of Pittsburgh.
88.
ZaltmanGerald, LeMastersKaren, et HeffringMichael (1982), Theory Construction in Marketing: Some Thoughts on Thinking, John Wiley & Sons.
