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Marketing et pauvret? ?tre pauvre dans la soci?t? de consommation【電子書籍】[ Eva Delacroix ]>*★74 - 隠れ家エステ

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Marketing et pauvret? ?tre pauvre dans la soci?t? de consommation【電子書籍】[ Eva Delacroix ]

Marketing et pauvret? ?tre pauvre dans la soci?t? de consommation【電子書籍】[ Eva Delacroix ]
価格:1900円
<p>Consommation et pauvret?. Deux mots <em>a priori</em> antinomiques mais qui ne cessent d’?tre li?s au gr? des repr?sentations, des discours et m?me des pr?jug?s ? propos des personnes pauvres. Deux mots de plus en plus li?s aussi dans le champ du marketing qui se saisit progressivement des probl?mes de consommation de ces individus, non sans quelques difficult?s.</p> <p>Cet ouvrage collectif se propose de faire de la consommation un v?ritable objet d’?tude dans le champ de la pauvret? ? et r?ciproquement. L’ouvrage est structur? en trois parties. La premi?re est consacr?e aux ancrages th?oriques des travaux sur la pauvret?, la consommation et le march?. La deuxi?me partie, en se basant sur de nombreuses donn?es empiriques, relate la difficult? des exp?riences de consommation des personnes pauvres au quotidien et explore les m?canismes de gestion qui en d?coulent. La derni?re partie porte sur les leviers d’action pouvant ?tre mis en place afin de construire un marketing plus inclusif.</p> <p>Les chapitres explorent tour ? tour les difficult?s ?thiques que peuvent rencontrer les chercheurs en marketing se saisissant des th?matiques de pauvret?. Comme le rappelle Luca M. Visconti dans la pr?face, les auteurs de cet ouvrage soulignent la n?cessit? d’un regard pluridisciplinaire adoptant des approches sociologiques et culturelles pour d?passer l’?cueil d’une d?finition purement ?conomique de la pauvret?, invitant ? s’int?resser aussi bien aux v?cus des consommateurs pauvres qu’aux d?terminants de leurs conditions de vie. Les diff?rentes pistes de r?flexion qui sont explor?es ont pour objectif de sensibiliser les praticiens, ?tudiants et chercheurs ? la question de la pauvret?, et d’encourager des recherches et actions dialogiques dans le futur.</p>画面が切り替わりますので、しばらくお待ち下さい。 ※ご購入は、楽天kobo商品ページからお願いします。※切り替わらない場合は、こちら をクリックして下さい。 ※このページからは注文できません。・・・楽天Kobo電子書籍ストア
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