Le vertige de la différenciation, tropisme de la pensée stratégique dans le champ du marketing et de la communication ?
The search for differentiation is central to the strategies and practices in the field of marketing and mass communication. Rivalry is structurally embedded, thus forcing imitation and differentiation into a binding circulatory relationship. By correlating the two dimensions of intensity and extensi...
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| Format: | Article |
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Université Laval
2010-08-01
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| Series: | Communication |
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| Online Access: | http://journals.openedition.org/communication/2056 |
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doaj-31a852cc6bec4d51b5b65af96cad459d2021-09-20T06:35:29ZfraUniversité LavalCommunication1189-37881920-73442010-08-0128110113210.4000/communication.2056Le vertige de la différenciation, tropisme de la pensée stratégique dans le champ du marketing et de la communication ?Erik BertinThe search for differentiation is central to the strategies and practices in the field of marketing and mass communication. Rivalry is structurally embedded, thus forcing imitation and differentiation into a binding circulatory relationship. By correlating the two dimensions of intensity and extension, one can calibrate the positioning of competing products, thus revealing the range of the logics behind the strategies of imitation and differentiation.http://journals.openedition.org/communication/2056semioticscommunicationstrategymarketingdifferentiationimitation |
| collection |
DOAJ |
| language |
fra |
| format |
Article |
| sources |
DOAJ |
| author |
Erik Bertin |
| spellingShingle |
Erik Bertin Le vertige de la différenciation, tropisme de la pensée stratégique dans le champ du marketing et de la communication ? Communication semiotics communication strategy marketing differentiation imitation |
| author_facet |
Erik Bertin |
| author_sort |
Erik Bertin |
| title |
Le vertige de la différenciation, tropisme de la pensée stratégique dans le champ du marketing et de la communication ? |
| title_short |
Le vertige de la différenciation, tropisme de la pensée stratégique dans le champ du marketing et de la communication ? |
| title_full |
Le vertige de la différenciation, tropisme de la pensée stratégique dans le champ du marketing et de la communication ? |
| title_fullStr |
Le vertige de la différenciation, tropisme de la pensée stratégique dans le champ du marketing et de la communication ? |
| title_full_unstemmed |
Le vertige de la différenciation, tropisme de la pensée stratégique dans le champ du marketing et de la communication ? |
| title_sort |
le vertige de la différenciation, tropisme de la pensée stratégique dans le champ du marketing et de la communication ? |
| publisher |
Université Laval |
| series |
Communication |
| issn |
1189-3788 1920-7344 |
| publishDate |
2010-08-01 |
| description |
The search for differentiation is central to the strategies and practices in the field of marketing and mass communication. Rivalry is structurally embedded, thus forcing imitation and differentiation into a binding circulatory relationship. By correlating the two dimensions of intensity and extension, one can calibrate the positioning of competing products, thus revealing the range of the logics behind the strategies of imitation and differentiation. |
| topic |
semiotics communication strategy marketing differentiation imitation |
| url |
http://journals.openedition.org/communication/2056 |
| work_keys_str_mv |
AT erikbertin levertigedeladifferenciationtropismedelapenseestrategiquedanslechampdumarketingetdelacommunication |
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1717374766913945600 |