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La Perception De La RSE Par Les Clients : Quels Enjeux Pour La « Stakeholder Marketing Theory »?

Anne-Sophie Binninger, I. Robert
Published 2011 · Sociology

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Resume Alors que les pratiques manageriales de la responsabilite sociale des entreprises (RSE) s’institutionnalisent et se generalisent, le consommateur est aujourd’hui la cible de nombreuses actions RSE. L’objet de notre article est de mieux apprehender la perception de la RSE par les consommateurs dans une perspective globale et un contexte de crise. Les resultats de cette etude conduisent a proposer des pistes de reflexion sur les nouveaux enjeux qui s’offrent a la fonction marketing, nous inscrivant dans le courant de la « stakeholder marketing theory ».
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