Does the evolution of marketing reveal a growing alienation of the consumer? / Yacine GHARNATI / 2022

Titre : Does the evolution of marketing reveal a growing alienation of the consumer? Type de document : Mémoire Auteurs : Yacine GHARNATI, Auteur Année de publication : 2022 Importance : 30 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Management COMPORTEMENT DU CONSOMMATEUR ; COMPORTEMENT ; MARKETING STRATEGIQUE Résumé : This dissertation aims to understand the impacts and consequences of the evolution of marketing on consumers (especially Big Data), and if these are rather positive or negative. To answer the question “Does the evolution of marketing reveal a growing alienation of the consumer?”, it is important to first have a look at the history and how traditional marketing evolved towards the modern medias of advertising we know nowadays. The next step would be about understanding the part marketing and advertisements took in consumers lives in general, to finally look at the consequences of the new forms of marketing taking an important part in consumer lives until they are - or sometimes feel – alienated. (Meaning that needs are created in consumers’ minding, letting them think these choices come from them) A qualitative questionnaire could be an interesting tool to evaluate how consumers perceive their relationship with the marketing they are exposed to, and how their relationship with this same marketing really is. The qualitative questionnaire showed us that most consumers cannot define the new methods of marketing. Participants also admitted being influenced by advertising, according to their own judgement. Most answers showed signs of alienation, as some interviewed consumers recognized a certain form of dependence to new methods of marketing exist in them. Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572750