Téléchargement - Marketing sociétal

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Livre Blanc - Novembre 2015
LE RÔLE SOCIÉTAL
DU MARKETING
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Avant-propos
Contribution sociétale du marketing : de l’utopie à l’action
François Laurent, co-Président, Adetem
Pierre Volle, Président, Afm
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L’Adetem% (Association% nationale% des% professionnels% du% marketing)%:% depuis% % 1954,% % l’Adetem% % est% % une%%
association%française%%à%%but%%non%%lucratif,%%reconnue%%d’utilité%%publique,%%dont%%la%%mission%%principale%%est%%
d’offrir%%à%%ses%adhérents%un%lieu%nourri%d’échanges%et%de%rencontre%pour%progresser%en%permanence%dans%
leur%métier%et%bénéficier%d’un%réseau%relationnel%unique%et%qualifié%de%dirigeants,%de%marketers%et%d’experts.%
Avec%plus%de% 1500% adhérents%dans%tous%les%secteurs%d’activité% et%recouvrant%les% plus%grandes%entreprises%
comme%les% PME,% l’Adetem% est% à% ce% jour% la% seule% association% «multi-spécialistes»% à% réunir% l’ensemble% des%
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Le marketing : quelle contribution au bien commun ?%
Amina Béji-Bécheur
Université Paris Est, Institut de recherche en gestion
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