Research Marketing Team

Themes

The Marketing Research Team is dedicated to the scientific exploration of various themes relating to consumer behaviour, in particular :

the experience of consuming products or services
loyalty
consumer social and environmental awareness
behaviour in mediated environments (social networks, AI interfaces, etc.)
consumption and precariousness
strategic marketing:
- pricing strategies
- loyalty strategies
- brand strategies
- communication
- customer relationship management

The researchers in this team also make a significant contribution to the IRGO’s cross-disciplinary areas, particularly in the fields of Wine, Corporate Social Responsibility (CSR) and Digital. They are also involved in cross-disciplinary work within the ECOr (Evaluation, Behaviour, Organisations) research department.

Director
Jean-Philippe GALAN

Objectives

To contribute to the emergence of scientific knowledge in the individual areas of expertise of its members and in the above-mentioned fields.
To foster an environment conducive to the sharing of knowledge, particularly through academic publications and scientific events such as study days and conferences.
To disseminate this knowledge within the courses offered by the IAE and, more widely, by the Université de Bordeaux.
Collaborate with socio-economic players to study their specific problems, whether as part of action research or applied research, and to monitor and evaluate their initiatives. (participation in evaluation and monitoring committees, scientific leadership, scientific outreach).

How it works

The team meets once a month from October to June for workshops where doctoral students, tenured lecturers and associate researchers can present their work and research projects and benefit from the team’s feedback.

Outreach and projects

With 68 articles published by tenured lecturer-researchers over the last four-year period in classified journals, the marketing team plays an active role in scientific knowledge and publishes its work in journals such as Journal of Business Ethics, Psychology & Marketing, Journal of Business Research, M@n@gment, Nonprofit and Voluntary Sector Quarterly, Journal of PersonalSelling & Sales Management, Journal of Retailing & Consumer Services, Recherche et Applications en Marketing, Décisions Marketing, Revue Française de Gestion and others. This work makes a significant contribution to the IRGO’s structuring themes, with 31 articles published on CSR, 21 on digital issues and 5 on Wine & Territories.

With 6 books and 29 book chapters published, as well as 78 communications in academic conferences, the team contributes to the influence of scientific research in the academic, professional and student communities.

Team members are also actively involved in civil society by sitting on various committees and working groups, working with departmental councils, prefectures, regional prefectures and professional associations. They also participate in academic life by sitting on the boards of learned societies, on reading committees for scientific journals, on expert appraisal committees (ANR, etc.) and by organising scientific events (international congresses, conferences, symposia, workshops).