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L’auteur documente deux volutions fortes, la premire a trait la multiplication des points de contact et des sources d’information (stratgie omni canale), la seconde une substitution progressive de l’usage la possession dans le rapport aux biens (consommation collaborative). Face la multiplication des points de contact, l’approche par l’optimisation du seul mix marketing semble dsormais inoprante et il est plus avis d’adresser la totalit du vcu de l’exprience de consommation en s’intressant l’ensemble des processus d’achat. Ce changement de paradigme amne s’interroger sur la validit de l’ensemble de considration, tel que dfini par Howard en 1957, et sur la fiabilit des marchs simuls qui ne reproduisent que trs partiellement le vcu complexe du consommateur qui agit et interagit pour effectuer un processus d’apprentissage en jonglant avec les contacts.
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