moteur de recherche

Marketing Pole
French  English  

The IRG’s Marketing pole comprises 31 teacher-researchers/associate members and 9 doctoral students.

Established in 1993 around research primarily focused on distribution and logistics, the Marketing pole quickly evolved towards themes addressing other forms of commerce (E-commerce, second-hand) and new management concerns in these business sectors (including issues of ethics in selling and brand equity).

It currently brings together researchers in marketing from all sections of Paris-Est University around various themes related to the IRG’s research axes

  1. In the ‘Performances and responsibilities’ axis, work on distribution (distribution in emerging markets, sensitivity to retail brands, the impact of information and communications technology on distribution) examines the modalities for its optimization (geomarketing), ethical issues in the business relationship and new forms of commerce and consumption (fair trade, sustainable consumption, ethnic consumption).
  2. Work on the forms and manifestations of market resistance and of consumer deviance regarding the norms constructed by organizations (propensity to resistance, resistance to joining loyalty programmes, consumer behaviour lying outside societal standards, deviance and innovation by consumers faced by services scripts) falls within the ‘Services in and to society’ axis.
  3. Consumers’ behaviour regarding brands (cognitive, affective, relational and situational approaches to the choice of products, services and brands), brand management (brand extension, competition between brands, brand equity and the financial value of brands, brand communities), communication (consumer responses to different forms of communication (internet advertising, banner ads and trailers, brand blogs) and customer relationship management (the role of affective factors such as trust and attachment in the consumer-brand relationship, customer involvement strategies, co-creation, co-innovation, consumer communities) in a digital context, are all themes that enrich thinking in the ‘Innovation and change in organizational and societal innovations, transformations and resistances’ axis.

The Marketing Pole is responsible for thinking about research methodologies such as ethnographic approaches to marketing and critical marketing in line with the positioning of the laboratory. It also regularly welcomes researchers from other institutions for research presentations, workshops on publication and thematic seminars. In 2014, the Marketing Pole hosted Zeynep Arsel (John Molson School of Business, Concordia University) for a month around a seminar on the philosophy and methods of interpretivist research in marketing.

In addition, the Marketing Pole regularly holds presentation seminars on research, “doctoral workshops” (where problems encountered in the research and writing of theses are presented and discussed) and research events such as the Distribution and CSR day (2010, 2009 and 2008), the Selling day (2011), the Marketing and Ethics day (2013) or the Poverty, Insecurity and Consumption symposium (2013) and the 3rd European Innovation and Commerce symposium around the general theme: “The customer: this committed stranger?” (April 2015).

Finally, since 2011 the marketing pole has, through its members, been carrying out an ANR project (coordinated by Laure Lavorata) on sustainable food systems (DIACODD).

Pole administrators

Pauline de Pechpeyrou
Professor at Paris-Est Créteil University

Sophie Rieunier
Professor at Paris-Est Marne-La-Vallée University

Meetings for the 2016-2017 academic year

Thursday 6 octobre 2016 - 1.30 - 4.30 pm  at UPEM

Thursday 8 december 2016 - 1.30 - 4.30 pm  at UPEC

Thursday 26 january 2017 - 1.30 - 4.30 pm  at UPEM

Thursday 16 march2017 - 1.30 - 4.30 pm  at AFM

Thursday 4 may 2017 - 1.30 - 4.30 pm  at UPEM

Thursday 8 june 2017 - 1.30 - 4.30 pm  at UPEC


Dernière mise à jour : 24/05/2017



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