Essec\Faculty\Model\Contribution {#2233
  #_index: "academ_contributions"
  #_id: "1683"
  #_source: array:26 [
    "id" => "1683"
    "slug" => "le-marketing-inverse-interactivite-structure-et-pouvoir"
    "yearMonth" => "1995-05"
    "year" => "1995"
    "title" => "Le marketing inversé : interactivité, structure et pouvoir"
    "description" => "TIXIER, M. et PRAS, B. (1995). Le marketing inversé : interactivité, structure et pouvoir. <i>Décisions Marketing</i>, pp. 7-19."
    "authors" => array:2 [
      0 => array:3 [
        "name" => "PRAS Bernard"
        "bid" => "B00000433"
        "slug" => "pras-bernard"
      ]
      1 => array:1 [
        "name" => "TIXIER M."
      ]
    ]
    "ouvrage" => ""
    "keywords" => []
    "updatedAt" => "2020-12-17 17:55:06"
    "publicationUrl" => null
    "publicationInfo" => array:3 [
      "pages" => "7-19"
      "volume" => null
      "number" => null
    ]
    "type" => array:2 [
      "fr" => "Articles"
      "en" => "Journal articles"
    ]
    "support_type" => array:2 [
      "fr" => "Revue scientifique"
      "en" => "Scientific journal"
    ]
    "countries" => array:2 [
      "fr" => null
      "en" => null
    ]
    "abstract" => array:2 [
      "fr" => "Dans le secteur du multimédia, de l'interactivité et des réseaux d'information, les relations de pouvoir sont instables. On voit apparaître un marketing direct amont ou marketing inversé, pratiqué de l'aval vers l'amont c'est-à-dire du consommateur vers le producteur."
      "en" => "In the multimedia sector, power relationships are unstable and a new phenomenon,  upstream direct marketing, is emerging.  The latter is direct marketing from the consumer to the producer. This article analyses technological, structural and power issues associated with  this evolution."
    ]
    "authors_fields" => array:2 [
      "fr" => "Marketing"
      "en" => "Marketing"
    ]
    "indexedAt" => "2024-12-22T06:21:45.000Z"
    "docTitle" => "Le marketing inversé : interactivité, structure et pouvoir"
    "docSurtitle" => "Articles"
    "authorNames" => "<a href="/cv/pras-bernard">PRAS Bernard</a>, TIXIER M."
    "docDescription" => "<span class="document-property-authors">PRAS Bernard, TIXIER M.</span><br><span class="document-property-authors_fields">Marketing</span> | <span class="document-property-year">1995</span>"
    "keywordList" => ""
    "docPreview" => "<b>Le marketing inversé : interactivité, structure et pouvoir</b><br><span>1995-05 | Articles </span>"
    "docType" => "research"
    "publicationLink" => "<a href="#" target="_blank">Le marketing inversé : interactivité, structure et pouvoir</a>"
  ]
  +lang: "fr"
  +"_type": "_doc"
  +"_score": 8.966398
  +"parent": null
}