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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 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 Génération Y en France : Hiérarchisation des offres alimentaires biologiques et françaises / Juliette PELLETIER / 2018
Titre : Génération Y en France : Hiérarchisation des offres alimentaires biologiques et françaises Type de document : Mémoire Auteurs : Juliette PELLETIER Année de publication : 2018 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 : Français (fre) Mots-clés : Management
JEUNE ; GESTION DU MARKETING ; AGRICULTURE BIOLOGIQUE ; COMPORTEMENT DU CONSOMMATEUR ; AGROALIMENTAIRE SECTEURRésumé : Ce seminar paper apporte un éclairage sur le comportement alimentaire de la génération Y (1980-2000). Plusieurs études ont montré des changements dans la structuration des repas, mais aucune étude spécifique n’a été effectué sur les nouvelles tendances en termes d’aliments consommés. La génération Y souhaite aujourd’hui s’engager dans une consommation alimentaire durable. L’objet de cette étude est de se pencher sur la manière dont les individus hiérarchisent les offres suivantes : les produits issus de l’agriculture biologiques et de l’agriculture biologique Française. Nous avons mené une étude quantitative auprès de 74 individus (hommes et femmes), âgés de 18 à 38 ans, via la soumission d’un questionnaire en ligne. Les résultats affirment que la génération Y est sensible aux enjeux environnementaux et au « Made in France », et montre également que cela se traduit dans le choix du magasin fréquenté mais également dans les achats alimentaires. Elle prouve que lorsqu’un individu est exposé à deux offres, l’une biologique et l’autre biologique Française, son évaluation est positive. Toutefois, il privilégiera l’offre issue de l’agriculture biologique Française. En effet, les individus interrogés ont montré un réel intérêt et une intention d’achat plus forte sur l’offre biologique française, montrant ainsi que la caution « Made in France » apporte de la valeur à la caution « issue de l’agriculture biologique ». Programme : PGE-Rouen Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=485220 Impact of football and the Euro 2016 on the customer’s experience and on the image of brands and athletes / Mathilde COTTARD / 2018
Titre : Impact of football and the Euro 2016 on the customer’s experience and on the image of brands and athletes Type de document : Mémoire Auteurs : Mathilde COTTARD Année de publication : 2018 Importance : 30 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
IMAGE DE MARQUE ; SPORT ; GESTION DU MARKETING ; SPONSORINGRésumé : The objectives of this seminar paper are to (1) highlight the notion of sponsorship and the mutual relation between companies (sponsors) and football (sponsored) to impact both their images; (2) understand the concept of customer experience and how companies try to maximize it, especially during the Euro 2016; (3) emphasize the inequalities and threats that football is facing. Note de contenu : Bibliogr. p. 29-30 Programme : PGE-Rouen Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=425545 Management and Marketing of Wine Tourism Business / Mariana SIGALA / New York : PALGRAVE MACMILLAN (2018)
Titre : Management and Marketing of Wine Tourism Business : Theory, Practice, and Cases Type de document : e-book Auteurs : Mariana SIGALA ; Richard N. S. ROBINSON Editeur : New York : PALGRAVE MACMILLAN Année de publication : 2018 Importance : 399 p. ISBN/ISSN/EAN : 978-3-319-75462-8 Langues : Anglais (eng) Mots-clés : Management
GESTION DU MARKETING ; MODELE DE MARKETING ; VIN SECTEURRésumé : This book links research in wine marketing/management and wine tourism, offering international and multidisciplinary perspectives. Addressing the evolving nature of the wine tourism industry and market, the book brings in new research streams and technology advances such as; social media, customer empowerment and engagement, co-creation, social / responsible marketing and wine consumption. Each section includes an introductory chapter written by the editors discussing the aims and the chapters of the section. Section chapters provide theoretical and research based insights with practical implications, while every section is also complemented with case studies that further enrich the practice and industry implications of theory. Researchers will find in this book a holistic analysis of research and cases relating to the management and marketing of wine tourism businesses and visitors. Nombre d'accès : 1 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=514655 Le Marketing genré imposé aux enfants dans les catalogues de jouets reflète-t-il la réalité de leurs préférences en matière de jeux ainsi que leur vision du féminin et du masculin ? / Marilou BEAU / 2018PermalinkPermalinkThe evolution of a social media music artist : from performer to brand / Hugo DE VILLÈLE / 2018PermalinkWhat are the best practices when doing advertising to Best-Agers in the Beauty Industry, comparing to Millennials? / Bérengère SEGUIN / 2018PermalinkGlobal marketing / Svend HOLLENSEN / Londres : PEARSON EDUCATION (2017)PermalinkMarketing / Rosalind MASTERSON / SAGE PUBLICATIONS (2017)PermalinkMarketing for hospitality and tourism / Philip KOTLER / Harlow : PEARSON EDUCATION LIMITED (2017)PermalinkPermalinkPrinciples of marketing / Philip KOTLER / Harlow : PEARSON (2017)PermalinkPermalink
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