Déniché lors d’une séance de web-archéologie, ce court extrait issu d’une thèse sur la communication vaut des millions :
The next prominent discussion of an integrated marketing program is illustrated through the works of Henry A. Bullock, a marketing professional, in his two-part study on consumer motivations in 1961. Bullock (1961) creates the framework for and challenges businessmen to create integrated marketing programs to incorporate the buying patterns and motivations that appeals equally to blacks and whites. This study is one of the first to incorporate the consumers’ needs and opinions into the integrated marketing process. Although Bullock’s study focuses on the distinction between marketing to whites versus blacks and not integrated marketing communication, he builds on Felton’s idea of integration and coordination by adding the element of the distinctive consumer concerns; thus starting the evolution of integrated marketing communication as what is known today as the outside-in process.
En d’autres termes, l’histoire de la segmentation marketing commence par des considérations raciales.
La ségrégation a donné naissance à ce qu’on appelle le bottom-up, ie. une approche stratégique basée sur les comportements et attitudes des consommateurs plutôt sur le produit ou la marque.
Je vous laisse méditer là-dessus…
Classé dans:Marketing, bottom-up, communication intégrée, Henry A. Bullock, IMC, Integrated Marketing Communication, Rosa Parks
