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Penser la consommation et l'entreprise dans un monde globalisé: L'éclairage de l'anthropologie et des cultural studies
Paperback
Series: Logiques Sociales
Publisher Price: $18.73
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ISBN10: 2336569086
ISBN13: 9782336569086
Publisher: Editions L'Harmattan
Published: Oct 30 2025
Pages: 142
Weight: 0.36
Height: 0.30 Width: 5.32 Depth: 8.47
Language: French
ISBN13: 9782336569086
Publisher: Editions L'Harmattan
Published: Oct 30 2025
Pages: 142
Weight: 0.36
Height: 0.30 Width: 5.32 Depth: 8.47
Language: French
Les approches psychologiques ont longtemps dominé en marketing et en recherche sur les consommateurs. Aux États-Unis, P. L. Sunderland et R. M. Denny défendent une perspective culturelle d'inspiration anthropologique, illustrée d'exemples concrets tirés de leurs travaux de recherche et de conseil stratégique pour de grandes entreprises internationales.
Trois de leurs chapitres les plus emblématiques, traduits pour la première fois en français et actualisés en introduction et en conclusion, sont réunis et enrichis d'un chapitre de l'anthropologue de l'innovation Dominique Desjeux, défenseur de longue date des approches anthropologiques dans la recherche et le conseil aux entreprises en France.
Aujourd'hui portée par un réseau mondial d'anthropologues, cette perspective est en passe d'exercer une influence croissante dans le monde des affaires.
Aujourd'hui portée par un réseau mondial d'anthropologues, cette perspective est en passe d'exercer une influence croissante dans le monde des affaires.
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