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The New Luxury Experience : Creating the Ultimate Customer Experience / Wided BATAT / SPRINGER GABLER (2019)
Titre : The New Luxury Experience : Creating the Ultimate Customer Experience Type de document : e-book Auteurs : Wided BATAT, Auteur Editeur : SPRINGER GABLER Année de publication : 2019 Importance : 252 p. (illimité) ISBN/ISSN/EAN : 978-3-030-01671-5 Langues : Anglais (eng) Mots-clés : Management
PRODUIT DE LUXE ; WEBMARKETING ; MARKETING DE LA DISTRIBUTIONRésumé :
This professional book introduces marketing and luxury brand professionals to a new definition of luxury and the art of designing the ultimate luxury experience in both the physical space (e.g., in-store, hotel, restaurant) and the digital space (e.g., social media, website, e-commerce). Specifically, it offers an overview of customer experience issues and explores big five experiential strategies that can be applied by luxury houses in order to provide the best luxury experience to their customers. Themes such as quality of customer luxury experience, immersion and co-production/co-creation in luxury, creation and management, digital and immersive marketing, and innovative market research are also examined. How do consumers define luxury? Is there one luxury or several "luxuries"? What kind of luxury experiences consumers want to live? How can luxury houses design the ultimate luxury experience? More than in any other sector, luxury consumption is a response to a search for emotions, pleasure, uniqueness, consideration and greatest services. The luxury consumer wants to live luxury experiences - not just buy luxury products or services. In this way, this book presents the luxury consumption experience as a combination of symbolic meaning, subconscious processes and nonverbal cues and characterized by fantasies, feelings and fun. Featuring case studies and interviews from international luxury sectors and brand managers such as Burberry, Dior, Porsche, Breitling, St. Regis Hotels & Resorts, and Louis Vuitton, among others, this book offers both a research and management perspective on luxury experience to professionals in the luxury sector (e.g., CEOs, brand managers, marketing and communication professionals), as well as marketing professors, students, and people eager to learn more about how to design the ultimate luxury experience. Praise for The New Luxury Experience "This book provides a holistic perspective on marketing of luxury brands, offering both useful practical advice as well as illustrating important cases." -- Ravi Dhar, Director, Yale Center for Customer Insights, Yale University "Wided Batat's book offers a fresh, insightful and comprehensive analysis of the concept of the consumer's experience with luxury whatever that may be. The Five experiential luxury strategies proposed by Wided highlight that luxury management should go above and beyond the design and branding of luxury goods and services. I also commend the consideration given to the younger generations' approach to luxury and to corporate social responsibility aspects. Luxury marketers should find this book very useful indeed." -- Francesca Dall'Olmo Riley, Professor of Brand Management, Kingston Business School, UKNombre d'accès : Illimité En ligne : http://library.ez.neoma-bs.fr/login?url=https://ebookcentral.proquest.com/lib/ne [...] Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=509634 The Private Label Revolution / Koen A.M. JONG (DE) / IPLC (2019)
Titre : The Private Label Revolution : sharing knowledge from research and practice Type de document : Livre Auteurs : Koen A.M. JONG (DE) ; Robertus LOMBERT ; Loe LIMPENS Mention d'édition : 1st edition Editeur : IPLC Année de publication : 2019 ISBN/ISSN/EAN : 978-90-811550-3-8 Prix : 77 EUR Langues : Anglais (eng) Mots-clés : Management
GESTION DU MARKETING ; MARQUE DE DISTRIBUTEURIndex. décimale : 121.90 MARQUE DE DISTRIBUTEUR Résumé : The « supermarket » of discount retailers has had a huge impact and forced the established order to reconsider its strategy. In addition, we see a decline in loyalty from younger generations to branded products. This fueled the further growth of the private label market share and offers opportunities for initiatives with added value at the top of the market. Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=517140 Exemplaires(2)
Code-barres Cote Support Localisation Section Disponibilité J6400 121.90 JON Livre Library Campus de Rouen Salle de lecture Disponible J6399 121.90 JON Livre Library Campus de Rouen Salle de lecture Disponible The psychology of Luxury Consumption / Pauline GORGUET / 2019
Titre : The psychology of Luxury Consumption Type de document : Mémoire Auteurs : Pauline GORGUET, Auteur Année de publication : 2019 Importance : 26 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
INDUSTRIE DU LUXE SECTEUR ; MARQUE ; CONSOMMATION ; CONSOMMATEURRésumé : The Gucci brand is subject to numerous counterfeits. Nevertheless, in recent years, it has become the best-selling and best-known luxury brand in the luxury market! Indeed, in 2018, it was recognized as the fastest growing luxury brand (+ 30% Interbrand, Lyst), and the most consumed by millennials. The digital natives are very different from previous generations: they clearly contribute to the growth of luxury consumption and they expect a lot from the brand’s behaviors. It seems interesting to me to discuss how Gucci managed to reach the millennials and why they are consuming this brand today. This seminar paper examines the psychology of luxury consumption applied to the luxury brand Gucci. Two main topics are explored: i) who are the consumers of the brand and ii) why do they consume these products. In order to answer my problematic “What motivates people to buy Gucci and who are these consumers?”, my seminar paper is organized in different sections: The first chapter which explore the luxury’s sector and the history of the brand Gucci, is followed by a second chapter, the literature review, which covers the luxury consumption during time and the reasons for its consumption. In this chapter, an overview of Gucci's consumers, past and present, will be given. The Third Chapter will be the data collected and the data analysis of my seminar paper. I made primary and secondary data researches to know how people perceive the consumption of the brand Gucci and what are their motivation to consume it. I also want to know who the consumers are today, and that’s why I also made a quantitative research to understand the needs and expectations of the consumers. I really want to know how Gucci have such a high growth since few years, even though it is one of the most counterfeited brands. Note de contenu : PGE: Bibliogr.P. 23-25 Programme : PGE-Rouen Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=497673 The Status of Synthetic Diamonds in the Luxury Sector / Samanta DUPLESSY / 2019
Titre : The Status of Synthetic Diamonds in the Luxury Sector Type de document : Mémoire Auteurs : Samanta DUPLESSY, Auteur Année de publication : 2019 Importance : 20 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
PRODUIT DE LUXE ; IMAGE DE MARQUE ; HAUTE TECHNOLOGIERésumé : What is the viability and potential future of synthetic diamonds: Can its status be the same as a natural diamond? Can it be perceived as real luxury by consumers?
Is it more or less sustainable? How is its impact perceived by the general opinion?
To answer this, we must always bear in mind that the concept itself of luxury can be perceived differently from one person to another. Luxury is an idea, a concept, an experience, it’s a set of values like quality, craftmanship, tradition, aesthetics, know-how, scarcity, distinction, emotion, desire… those values can be perceived differently from a person x to a person y. Let’s then keep in mind that this study will be based on studies made over a certain amount of people, of different age, class, sex, education.Programme : MSc International Master in Luxury Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=507307 To what extent does product co-creation positively influence the OBBE (observer-based brand equity) of food companies on Facebook? / Claudia FERREIRA / 2019
Titre : To what extent does product co-creation positively influence the OBBE (observer-based brand equity) of food companies on Facebook? Type de document : Mémoire Auteurs : Claudia FERREIRA, Auteur Année de publication : 2019 Importance : 29 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
RESEAU SOCIAL ; WEBMARKETING ; MARKETING PARTICIPATIF ; AGROALIMENTAIRE SECTEURRésumé : This paper contributes to the few existing researches about the relationship between co-creation and observer-based brand equity (OBBE). More specifically it shows the effect product co-creation in the food business can have on the brand equity of observers. It focuses only on Facebook as it is a trendy method to engage customers and it is the main media used by food companies. Thus, our research question is: To what extent does product co-creation positively influence the OBBE of food companies on Facebook? We have tested several hypotheses in a quantitative methodology to verify: if the relationship product co-creation and OBBE is positive and if it can be mediated by the participant’s integration in the process or the brand familiarity. We have found that there is indeed a positive relationship between product co-creation and OBBE. However, even if the means tend to confirm the hypotheses, there was no significant difference to validate that the familiarity or the strength of integration of participants can mediate this effect. Note de contenu : Bibliographie p. 26-29 Programme : PGE-Reims Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=494620 Le transfert de connaissance via le data storytelling / Anas HARNOUCH / 2019PermalinkL’utilisation du digital par le luxe pour proposer des expériences singulières auprès des Millennials / Alexandre MICHEL / 2019PermalinkValuation of the brand in football clubs. A case study: Real Madrid Club de Futbol / Vincent DODU / 2019PermalinkWarehouse design in an e-commerce retailer / Manon GILMET / 2019PermalinkWhat are the motivational factors that encourages young consumers into purchasing luxury goods? / Angélica BAEK / 2019PermalinkWhat is the impact of the brand’s image on the adoption of the self-driving car? / Théo GENEVOIS / 2019PermalinkWhat is the influence of Generation Y’s use of social media on their purchase intention? / Clara NANGERONI / 2019PermalinkLes acteurs du marketing face à la collecte et l’utilisation des données / Alice FLEURY / 2018PermalinkAgriculture and Social Medias / Carla PIRES / 2018PermalinkPermalink
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