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Digital and social media : To what extent has Influencer Marketing become a very powerful communication tool for brands thanks to the development of digital and social media? / Nathalie EL HAWA / 2018
Titre : Digital and social media : To what extent has Influencer Marketing become a very powerful communication tool for brands thanks to the development of digital and social media? Type de document : Mémoire Auteurs : Nathalie EL HAWA Année de publication : 2018 Importance : 28 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management
INTERNET ; INFLUENCEUR ; GESTION DU MARKETING ; MARQUERésumé : With the digital revolution the world faces since the creation of the Internet, social media became the new mean of interaction between people and digital influencers emerged. They have such a power of influence over the perception and the behavior of their community that brands consider them as the new best channel to reach people. As a result, Influencer Marketing has become a very powerful communication tool for brands, but to what extent? To answer that question, secondary research was collected (literature review) and a case study was done. The company that has been chosen is Brand and Celebrities, an Influencer Marketing platform, and a former employee that continues to work with the company as a Freelance Consultant today was interviewed. All those information combined give us a better understanding of the power of Influencer Marketing as a communication tool for brands, and of a better understanding of its risks, if not used correctly. Programme : PGE-Rouen Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=484764 Digital marketing 2018 / Brice BLANQUIER / Paris : EDITIONS ELENBI (2018)
Titre : Digital marketing 2018 : 200 fiches fiches pratiques - 60 études de cas - 20 infographies Type de document : Livre Auteurs : Brice BLANQUIER ; Laetitia THEODORE Mention d'édition : 13e éd. Editeur : Paris : EDITIONS ELENBI Année de publication : 2018 Importance : 512 p. ISBN/ISSN/EAN : 978-2-914901-22-2 Prix : 41 EUR Langues : Français (fre) Mots-clés : Management
COMMERCE ELECTRONIQUE ; INTELLIGENCE ARTIFICIELLE ; INTERNET DES OBJETS ; WEBMARKETINGIndex. décimale : 121.47 WEBMARKETING Résumé : Vous souhaitez vous former en Marketing Digital ou réactualiser vos connaissances ? Découvrez dans les 8 chapitres thématiques de cette 13 édition de Digital Marketing - anciennement Internet Marketing -toutes les nouvelles tendances du marché, les chiffres-clés, les campagnes les plus innovantes et des conseils d'experts sur des problématiques digitales d'actualité : de l'intelligence artificielle à la transformation digitale des entreprises en passant par l'engagement client, tout y est ! Entièrement réécrite et repensée, cette nouvelle version s'adresse aussi bien aux professionnels souhaitant parfaire leurs connaissances qu'aux passionnés souhaitant monter en compétences et découvrir les coulisses du digital. Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=309144 Exemplaires(2)
Code-barres Cote Support Localisation Section Disponibilité 051867 658.872 DIG Livre Library Campus de Reims Salle de lecture Exclu du prêt J5995 121.47 BLA Livre Library Campus de Rouen Salle de lecture Disponible Digitalization and mutation of the wine sector in France : how the digitalization impacts the communication and marketing strategies of French wine sector? / Lise CHEVILLARD / 2018
Titre : Digitalization and mutation of the wine sector in France : how the digitalization impacts the communication and marketing strategies of French wine sector? Type de document : Mémoire Auteurs : Lise CHEVILLARD Année de publication : 2018 Importance : 31 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management
COMMUNICATION ; MARKETING STRATEGIQUE ; SITE INTERNET ; VIN SECTEURRésumé : This seminar paper aims at studying more the impacts of digitalization on wine sector in France. Please be aware that it will only focus my analysis on wines and not champagne because they are for me in terms of production, quality and image and therefore, communication strategies would differ. In my seminar paper, I will explain briefly different impacts on every step of wine making in general and focus specifically on Marketing and Communication strategies for the analysis part. I will detail below how wine sector has been profoundly impacted by digitalization with the boom of digital devices, the change of consumers ’behavior, the growth of online purchases and the democratization of websites and social networks. You will also find the main reasons why wine owners should adapt their communication strategies to digitalization. For the data collection, I chose to interview two actors of wine sector: one choosing to keep using only traditional communication channels and the other having adopted progressively digital communication channels. Both of them show that due to the lack of resources, small producers do not really have real communication strategies and do it without any specific action plan. In fact, both of my interviewees recognize the importance of having an online presence. Finally, I want to broaden my researches to study the potential impacts of digitalization to all the steps of wine making process for the next decade. What I have found is that the current situation is quite alarming since wine actors are not informed enough about technological disruptions and are not ready to face technological changes. Therefore, they will be even less prepared for coming years if any remedied solutions are taken. On the consumption plan, I wonder whether consumers are really aware of this situation and will accept the fact that wine is a symbolical and traditional product that it is normal for wine sector to be late in term of digital and technological changes. Note de contenu : Bibliogr. p. 29-31 Programme : PGE-Rouen Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=485190 Discovering the unconscious: a study on emotions and their drive on the purchase decision-making process. / Giorgio IANNONE / 2018
Titre : Discovering the unconscious: a study on emotions and their drive on the purchase decision-making process. Type de document : Mémoire Auteurs : Giorgio IANNONE, Auteur Année de publication : 2018 Importance : 23 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management
COMPORTEMENT DU CONSOMMATEUR ; EMOTION ; MARKETING SENSORIELRésumé : Over the years, advancements in machine learning, big data and real-time processing have allowed companies to acquire and analyze huge amounts of data about the market and customers for making the most suitable marketing efforts towards them. In the last 20 years these improvements have been so significant that marketers started to dream the so called “One-to-one marketing dream” and enterprises are investing more and more on new technologies that would give them the access to the most difficult customers’ data to capture: moods and emotions. My paper aims to demonstrate, on the one hand, that not only price, product availability, perceived quality, packaging, promotion, advertising etc., but also emotion is one important factor in the decision-making process and, on the other hand, influences consumers’ preferences, the number and types of purchases, the time spent and evaluations of products/services. Finally we will discuss about to which extent purchases, on the other side, can change the way consumers feel. Note de contenu : Bibliogr. p.22-23 Programme : PGE-Reims Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=485084 Disruptive marketing: a new vector of value creation for companies / Quentin GUYON / 2018
Titre : Disruptive marketing: a new vector of value creation for companies Type de document : Mémoire Auteurs : Quentin GUYON, Auteur Année de publication : 2018 Importance : 44 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management
TECHNOLOGIE DE RUPTURE ; GESTION DU MARKETING ; MARQUE ; PUBLICITERésumé : This study has been focused on the following subject: “How disruptive marketing can influence brand awareness and lead to value creation for companies which develop this approach?” The purpose was to analyze the impact that the disruptive marketing approach may have on the brand awareness and by extension, on the value that could be created thanks to this approach. The first part of this study is mainly defining the key concepts that have been used in this study (disruptive marketing, brand awareness, brand loyalty, and value). Each concept is defined according to various academic sources. The second part is describing the different characteristics of this study: definition of subject, research question, working hypothesis (disruptive marketing is/is not creating value), scope of the research and the methodology used (population, way of collecting data, approach used).A small part is introducing the ad that has been used during the questionnaire to analyse the impact of disruptive marketing. This ad has been used by United Colors of Benetton. It has been used because a contrast exists between the visual (that can be interpreted as offensive) and the message (that is promoting peace and unity).Then the study is cut into 3 different parts:
- the first one is mainly focused on the brand awareness (the difference between persistence and transcience, the impact on the brand awareness and the perception of the message by the respondents.
- The second part is about the consumption habits and the brand loyalty that come from the brand awareness generated by disruptive marketing. In this part, the effect of the message behind the ad is analysed (before and after the explanation of this latter).
- The third part is analysing the value that is generated for United Colors of Benetton thanks to the disruptive marketing. Two types of values are analysed: the financial and the emotional. Finally, the conclusion is summarising the impact of the disruptive marketing approach and confirms the hypothesis that the disruptive marketing approach can generate brand awareness and leads to value creation for United Colors of Benetton. The conclusion is also developing the idea of “disruptive cursor”, explaining that disruptive marketing should be carefully used and not be too light nor too strong. Finally, the conclusion is including some themes that may be covered by futures studies.Note de contenu : MSc in Marketing French Excellence Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=503026 Disruptive selling / Patrick MAES / Kogan Page (2018)PermalinkDoes the presence of organic labelling influence consumers’ purchase intention? / Margaux BENOIT / 2018PermalinkDriving Digital Strategy / Sunil GUPTA / HARVARD BUSINESS REVIEW PRESS (2018)PermalinkEffectiveness of loyalty programs in the apparel industry / Jennifer JOHN-NEWTON / 2018PermalinkEmotion and consumer behavior / Marie-Charlotte NICOLAS / 2018PermalinkL’empreinte écologique des moteurs de recherche vue par les utilisateurs / Auriane PERICOI / 2018PermalinkL'escape game : un nouvel outil promotionnel pour les marques / Domitille BRICOUT / 2018PermalinkUn Ethnologue au pays du luxe / Marc ABELES / ODILE JACOB (2018)PermalinkL’évolution du marketing dans les industries pharmaceutiques / Thomas DESCHANE / 2018PermalinkFactors that influence impulsive purchase in the FMCG industry / Justine VIEILLARD-BARON / 2018PermalinkGénération Y en France : Hiérarchisation des offres alimentaires biologiques et françaises / Juliette PELLETIER / 2018PermalinkGéopolitique de l'alimentation / Gilles FUMEY / Paris : SCIENCES HUMAINES (2018)PermalinkPermalinkPermalinkGestion de la relation client / Frédéric JALLAT / PEARSON FRANCE (2018)PermalinkPermalinkGreen practices and sports brands marketing strategies / Camille TREMSAL / 2018PermalinkLe guide du community manager : Techniques avancées et boîte à outils pour une communication digitale réussie Ed. 1 / Samuel BIELKA / Gereso (2018)PermalinkHands-On UX Design for Developers : Design, Prototype, and Implement Compelling User Experiences from Scratch / Elvis CANZIBA / PACKT PUBLISHING (2018)PermalinkHealth claims and nutritional labelling / Sarah JALAL / 2018Permalink
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