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LE MARKETING COMME MOYEN DE LÉGITIMATION DES, ENTREPRISES DANS UNE PERSPECTIVE DE DÉVELOPPEMENT DURABLE

Patrick Gabriel
Décisions Marketing
No. 29 (Jan.- Mars 2003), pp. 67-76
Stable URL: http://www.jstor.org/stable/40592947
Page Count: 10
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
LE MARKETING COMME MOYEN DE LÉGITIMATION DES, ENTREPRISES DANS UNE PERSPECTIVE DE DÉVELOPPEMENT DURABLE
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Abstract

Le concept de développement durable demande que l'entreprise étende ses relations d'échange au-delà de la sphère économique, dans un rapport nouveau: elle doit rechercher la légitimation de ses actions, donc également de sa présence. Le marketing paraît être la principale fonction dans l'élaboration de cette légitimité, à condition de respecter certaines règles conventionnelles. The concept of sustainable development requires that the company extends its exchange relationships beyond the economic sphere, in a new connection: it must seek the legitimisation of its actions, therefore its presence. Marketing appears to be the main function in the development of this legitimacy, on the condition of complying with certain conventional arrangements.

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