%0 Journal Article
%T Le marketing au concret Marketing Looked at Concretely. The Case of the ¡°Social Drama of Work¡± of Marketing Studies Experts in Large Companies
%A G¨¦rald Gaglio
%J Recherches Sociologiques et Anthropologiques
%D 2010
%I Universit¨¦ Catholique de Louvain
%R 10.4000/rsa.193
%X Le terme ¡°marketing¡± suscite g¨¦n¨¦ralement la m¨¦fiance, car il est spontan¨¦ment associ¨¦ ¨¤ l¡¯id¨¦e de manipulation. Au-del¨¤, que font, concr¨¨tement, les ¡°gens du marketing¡± ? Afin d¡¯apporter des pistes de r¨¦ponse ¨¤ cette question, nous nous penchons dans cet article sur les enjeux relatifs ¨¤ un mat¨¦riau cens¨¦ alimenter les r¨¦flexions et d¨¦cisions des marketeurs : les ¨¦tudes qualitatives de marketing research r¨¦alis¨¦es dans le cadre de r¨¦unions de consommateurs. Cette approche nous conduit ¨¤ explorer les relations existant entre les charg¨¦s d¡¯¨¦tudes marketing internes en grandes entreprises (CEI) et leurs commanditaires issus de services de marketing. Plus pr¨¦cis¨¦ment, nous ¨¦tudions la professionnalit¨¦ des CEI et les ramifications du drame social de leur travail, ce dernier ¨¦tant conditionn¨¦ par un rapport asym¨¦trique avec leurs commanditaires. ¨¤ partir de l¡¯examen de cette tension dynamique, r¨¦v¨¦latrice des relations entre ces deux groupes professionnels, nous d¨¦crivons un volet de l¡¯exercice r¨¦el du marketing en milieu organis¨¦. Nos analyses, qui selon nous, peuvent ¨ºtre g¨¦n¨¦ralis¨¦es ¨¤ d¡¯autres cat¨¦gories professionnelles, se basent sur une observation participante men¨¦e chez un op¨¦rateur de t¨¦l¨¦phonie mobile fran ais et sur une campagne d¡¯entretiens semi-directifs. The term ¡°marketing¡± generally arouses mistrust, for it is immediately associated with the idea of manipulation. But, beyond that, what, concretely, do ¡°people in marketing¡± do ? In order to provide some leads to answering this question, in this article we concentrate on the issues involved in material supposed to nourish the marketers¡¯ reflections and decision-making : qualitative marketing research studies, carried out in the context of consumer meetings. This approach leads us to explore the relationships existing between internal marketing studies experts in large companies and their backers from marketing services. More precisely, we study the professionalism of the responsible and the ramifications of the social drama of their work, the latter being conditioned by an asymmetrical relationship with their backers. Beginning with an examination of this dynamic tension, revealing the relationships between these two professional groups, we describe a chapter in the real exercise of marketing in an organized milieu. Our analyzes, which, in our view, can be generalized to other professional categories, are based on a participatory observation carried out in a French mobile telephone company and on a campaign of semi-directed interviews.
%U http://rsa.revues.org/193