{"id":25942,"date":"2019-03-27T14:34:18","date_gmt":"2019-03-27T14:34:18","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=25942"},"modified":"2019-03-27T14:34:24","modified_gmt":"2019-03-27T14:34:24","slug":"la-prospective-ca-sert-encore-a-quoi-aujourdhui","status":"publish","type":"post","link":"http:\/\/consumerinsight.eu\/marketingisdead\/la-prospective-ca-sert-encore-a-quoi-aujourdhui\/","title":{"rendered":"La prospective, \u00e7a sert encore \u00e0 quoi aujourd\u2019hui ?"},"content":{"rendered":"\n<p>Pour un marketer, la question\npourrait para\u00eetre stupide si certains ne r\u00e9pondaient tr\u00e8s naturellement \u2026 \u00ab \u00e0\nrien \u00bb !<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"alignleft is-resized\"><img data-attachment-id=\"25943\" data-permalink=\"http:\/\/consumerinsight.eu\/marketingisdead\/la-prospective-ca-sert-encore-a-quoi-aujourdhui\/voyante\/\" data-orig-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2019\/03\/Voyante.jpg?fit=920%2C611\" data-orig-size=\"920,611\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Voyante\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2019\/03\/Voyante.jpg?fit=300%2C199\" data-large-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2019\/03\/Voyante.jpg?fit=920%2C611\" loading=\"lazy\" src=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2019\/03\/Voyante.jpg?resize=306%2C203\" alt=\"\" class=\"wp-image-25943\" width=\"306\" height=\"203\" srcset=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2019\/03\/Voyante.jpg?w=920 920w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2019\/03\/Voyante.jpg?resize=300%2C199 300w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2019\/03\/Voyante.jpg?resize=768%2C510 768w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2019\/03\/Voyante.jpg?resize=600%2C398 600w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2019\/03\/Voyante.jpg?resize=700%2C465 700w\" sizes=\"(max-width: 306px) 100vw, 306px\" data-recalc-dims=\"1\" \/><\/figure><\/div>\n\n\n\n<p><em>\u00ab\nSans vision du futur, une entreprise ne peut que foncer dans le mur \u00bb<\/em>, diront les adeptes d\u2019un marketing\ntraditionnel ; \u00e0 quoi r\u00e9pondront leurs contradicteurs : <em>\u00ab Si Steve Jobs avait fait de la prospective, pas s\u00fbr qu\u2019il ait lanc\u00e9\nl&rsquo;iPhone \u00bb<\/em>.<\/p>\n\n\n\n<p>Le probl\u00e8me, c\u2019est que tout le monde\nne s\u2019appelle pas \u2026 Steve Jobs&nbsp;: les autres, ils travaillent au doigt\nmouill\u00e9&nbsp;?<\/p>\n\n\n\n<p>Plut\u00f4t que dans une opposition\nst\u00e9rile, la v\u00e9rit\u00e9 ne se situe-t-elle pas ailleurs, dans une vision renouvel\u00e9e\nde la prospective ?<\/p>\n\n\n\n<p>Telle est la question \u00e0 laquelle\ntenteront de r\u00e9pondre le <strong>18 avril<\/strong> prochain\nles intervenants du <strong>Club Horizon(s)<\/strong>\nde l\u2019<strong>Adetem&nbsp;<\/strong>: le prospectiviste\n<strong>Christian Gatard<\/strong>, <strong>Olivier Parent<\/strong> de Futur Hebdo, <strong>Jean-Marc Goachet<\/strong>, fondateur du Lab de\nl\u2019Inattendu, <strong>Christopher Leusi\u00e8re<\/strong>,\nCharg\u00e9 d\u2019Etudes Marketing \u00e0 l\u2019IGN, <strong>Danielle\nRapoport<\/strong>, sociologue et membre du Conseil Scientifique de l\u2019Adetem et <strong>Pascal Poulhe<\/strong>, Co-responsable du Labo\ndes Tendances EDF Pulse eXplorer.<\/p>\n\n\n\n<p>Pour s\u2019inscrire, c\u2019est <a href=\"https:\/\/www.adetem.org\/catalogue-de-services\/clubs\/paris\/horizons\/2019-horizons\/club-adetem-horizons-18-04-2019\/\">ici<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pour un marketer, la question pourrait para\u00eetre stupide si certains ne r\u00e9pondaient tr\u00e8s naturellement \u2026 \u00ab \u00e0 rien \u00bb ! \u00ab Sans vision du futur, une entreprise ne peut que foncer dans le mur \u00bb, diront les adeptes d\u2019un marketing traditionnel ; \u00e0 quoi r\u00e9pondront&#8230;<\/p>\n","protected":false},"author":2,"featured_media":25943,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[130],"tags":[168,163],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>La prospective, \u00e7a sert encore \u00e0 quoi aujourd\u2019hui ? - Marketing is Dead<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/consumerinsight.eu\/marketingisdead\/la-prospective-ca-sert-encore-a-quoi-aujourdhui\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La prospective, \u00e7a sert encore 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Complete Book of Steve Jobs\u2019 Philanthropy","date":"3 d\u00e9cembre 2015","format":false,"excerpt":"J'ai d\u00e9nich\u00e9 cette perle rare sur le site am\u00e9ricain : archive.org.50 pages, mais si denses qu'on les lits en un clin d\u2019\u0153il !Alors, n'h\u00e9sitez pas, lancez-vous dans une lecture \u00e9difiante.Je ne nous d\u00e9voilerez pas la chute, car comme dans tout bon thriller, c'est le meilleur ... Pour le t\u00e9l\u00e9charger gratuitement\u2026","rel":"","context":"Dans &quot;Un peu de bon sens&quot;","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":24716,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/lillusion-du-futur-ou-limpossible-imaginaire\/","url_meta":{"origin":25942,"position":1},"title":"L\u2019illusion du futur ou l\u2019impossible imaginaire","date":"3 avril 2007","format":false,"excerpt":"Petite contribution \u00e0 Fabriquer le futur 2, seconde \u00e9dition du livre de Pierre Musso, Laurent Ponthou et Eric Seuilliet, dont je vous ai d\u00e9j\u00e0 annonc\u00e9 la r\u00e9cente sortie en librairie.* Impossible \u00e0 la fin des ann\u00e9es quatre-vingt dix d\u2019\u00e9voquer les \u00e9crans plats au cours d\u2019une quelconque r\u00e9union de consommateurs sans\u2026","rel":"","context":"Dans &quot;Articles, publications&quot;","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":25508,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/vraies-fausses-innovations\/","url_meta":{"origin":25942,"position":2},"title":"Vraies et fausses innovations","date":"9 octobre 2017","format":"gallery","excerpt":"Le Bulletin de l'Ilec de Juillet portait sur le th\u00e8me \u00ab\u00a0Temps \u00e9conomique, temps de l'innovation\u00a0\u00bb\u00a0; entretien avec Jean Watin-Augouard. 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Bien s\u00fbr, d\u00e9j\u00e0 bien avant l\u2019effondrement du bloc sovi\u00e9tique, il n\u2019y avait plus grand\u2026","rel":"","context":"Dans &quot;Coups de gueule&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2017\/02\/Vintage.jpg?fit=800%2C800&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":24782,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/eric-larcheveque-et-la-maison-du-bitcoin\/","url_meta":{"origin":25942,"position":4},"title":"Eric Larchev\u00eaque et la Maison du Bitcoin","date":"13 octobre 2014","format":false,"excerpt":"En 2012, Eric Larchev\u00eaque, invit\u00e9 de la Nuit du Marketing de l\u2019Adetem, parlait de sa derni\u00e8re startup : Prixing. La semaine pass\u00e9e, au Colloque Prospective du LAB, il \u00e9voquait son nouveau b\u00e9b\u00e9\u00a0: la Maison du Bitcoin. Rencontre avec un serial entrepreneur.MarketingIsDead : Eric, tu viens de lancer la Maison du\u2026","rel":"","context":"Dans &quot;Interviews 2.0&quot;","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":26237,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/cracher-dans-la-soupe\/","url_meta":{"origin":25942,"position":5},"title":"Cracher dans la soupe","date":"10 novembre 2020","format":"gallery","excerpt":"Cracher dans la soupe, \u00e7a ne sert pas \u00e0 grand-chose\u00a0! Et cracher en l\u2019air, \u00e7a vous retombe toujours dessus \u2026 C\u2019est bien connu, quand les clients ne poussent pas la porte de la boutique, c\u2019est des cons\u00a0; et si en plus ils entrent chez le voisin, c\u2019est vraiment des salopards\u00a0!\u2026","rel":"","context":"Dans &quot;Coups de gueule&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2020\/11\/51fQWTfw7xL._AC_.jpg?fit=573%2C547&resize=350%2C200","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25942"}],"collection":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/comments?post=25942"}],"version-history":[{"count":1,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25942\/revisions"}],"predecessor-version":[{"id":25944,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25942\/revisions\/25944"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media\/25943"}],"wp:attachment":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media?parent=25942"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/categories?post=25942"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/tags?post=25942"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}