{"id":25742,"date":"2018-06-06T11:14:08","date_gmt":"2018-06-06T11:14:08","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=25742"},"modified":"2018-06-06T11:14:08","modified_gmt":"2018-06-06T11:14:08","slug":"il-y-a-des-baffes-qui-se-perdent","status":"publish","type":"post","link":"https:\/\/consumerinsight.eu\/marketingisdead\/il-y-a-des-baffes-qui-se-perdent\/","title":{"rendered":"Il y a des baffes qui se perdent\u00a0!"},"content":{"rendered":"<p>Je viens de recevoir un communiqu\u00e9 de presse des \u00e9ditions <em>Eyrolles<\/em> annon\u00e7ant la parution d\u2019un ouvrage intitul\u00e9\u00a0: <em>Comment cr\u00e9er un produit ou un service addictif<\/em>\u00a0!<\/p>\n<p>Je rappelle juste que <em>\u00ab\u00a0les addictions sont des pathologies c\u00e9r\u00e9brales d\u00e9finies par une d\u00e9pendance \u00e0 une substance ou une activit\u00e9, avec des cons\u00e9quences d\u00e9l\u00e9t\u00e8res\u00a0\u00bb<\/em>\u00a0\u2013 d\u00e9finition issue de la plateforme <a href=\"http:\/\/www.drogues.gouv.fr\">drogues.gouv.fr<\/a><\/p>\n<p><em>\u00ab\u00a0Vous \u00eates marketeur, cr\u00e9ateur, entrepreneur ? Il vous d\u00e9voile le processus infaillible qui permettra de rendre votre client accro\u00a0\u00bb<\/em>\u00a0: voil\u00e0 ce que vous promet l\u2019\u00e9diteur\u00a0!<\/p>\n<p>Ce titre racoleur, \u00e0 qui le doit-on\u00a0? A <em>Eyrolles<\/em> ou \u00e0 la traductrice, puisqu\u2019il s\u2019agit de la version fran\u00e7aise de l\u2019ouvrage de <em>Nir Eyal<\/em> intitul\u00e9 <em>Hooked<\/em> \u2026 qui se traduit aussi bien en fran\u00e7ais par accro que par drogu\u00e9.<\/p>\n<p>Je ne discuterai m\u00eame pas ici les th\u00e8ses de l\u2019auteur, m\u00eame s\u2019il est clair qu\u2019un usage non contr\u00f4l\u00e9 des neurosciences peu aboutir \u00e0 ce qu\u2019Orwell n\u2019imaginait m\u00eame pas dans ses pires cauchemars\u00a0: pour moi, les gens de marketing \u2013 et tous les entrepreneurs \u2013 devraient placer l\u2019\u00e9thique au sommet de leurs priorit\u00e9s.<\/p>\n<p>Je me contenterai juste de pointer l\u2019effet d\u00e9sastreux d\u2019un tel titre sur l\u2019image d\u2019une profession d\u00e9j\u00e0 assez d\u00e9cri\u00e9e et trop souvent accus\u00e9e de manipuler les consommateurs\u00a0: gr\u00e2ce aux \u00e9ditions <em>Eyrolles<\/em>, tous ses d\u00e9tracteurs en ont une preuve de plus, sous forme d\u2019un manuel de la manipulation\u00a0!<\/p>\n<p>Je ne sais pas quel est le directeur de collection responsable (= coupable) de ce titre qui se veut accrocheur\u00a0: sans doute en tirera-t-il quelques ventes compl\u00e9mentaires \u2026 quitte \u00e0 flinguer l\u2019image d\u2019une profession qui le fait vivre en achetant ses manuels.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Je viens de recevoir un communiqu\u00e9 de presse des \u00e9ditions Eyrolles annon\u00e7ant la parution d\u2019un ouvrage intitul\u00e9\u00a0: Comment cr\u00e9er un produit ou un service addictif\u00a0! Je rappelle juste que \u00ab\u00a0les addictions sont des pathologies c\u00e9r\u00e9brales d\u00e9finies par une d\u00e9pendance \u00e0 une substance ou une activit\u00e9,&#8230;<\/p>\n","protected":false},"author":2,"featured_media":25744,"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":[154],"tags":[298,161,342],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Il y a des baffes qui se perdent\u00a0! - 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=\"https:\/\/consumerinsight.eu\/marketingisdead\/il-y-a-des-baffes-qui-se-perdent\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Il y a des baffes qui se perdent\u00a0! - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Je viens de recevoir un communiqu\u00e9 de presse des \u00e9ditions Eyrolles annon\u00e7ant la parution d\u2019un ouvrage intitul\u00e9\u00a0: Comment cr\u00e9er un produit ou un service addictif\u00a0! 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