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MARKETING POLITIQUESynonyme(s)Marketing territorial |
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Titre : La stratégie de la bactérie : Une enquête au coeur de l'industrie pharmaceutique Type de document : Livre Auteurs : Quentin RAVELLI Editeur : Paris : SEUIL Année de publication : 2015 Importance : 237 p. ISBN/ISSN/EAN : 978-2-02-109885-3 Prix : 24 EUR Langues : Français (fre) Mots-clés : Management
INDUSTRIE PHARMACEUTIQUE SECTEUR ; GESTION DU MARKETING ; CHIMIE SECTEUR ; BIOLOGIEIndex. décimale : 424.64 INDUSTRIE PHARMACEUTIQUE SECTEUR Résumé : Une enquête menée en quatre ans décrit la vie de la Pyostacine, un antibiotique consommé chaque année par des millions de patients. Dans les bureaux du service marketing ou les mallettes des visiteurs médicaux, entre les mains des ouvriers et des chimistes ou auprès de lobbyistes, ses pérégrinations dans les méandres d'un groupe pharmaceutique révèlent l'alliage instable de la santé et du profit. Note de contenu : Bibliogr. p. 349-360 Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=112575 Exemplaires (2)
Code-barres Cote Support Localisation Section Disponibilité 049197 338.476 151/RAV Livre Library Campus de Reims Salle de lecture Disponible J2897 424.64 RAV Livre Library Campus de Rouen Salle de lecture Disponible
Titre : Stratégie digitale : Comment acquérir, convertir et fidéliser vos clients sur le Web Type de document : Livre Auteurs : Cindy DORKENOO Editeur : EYROLLES Année de publication : 2015 Collection : Marketing Importance : 335 p. ISBN/ISSN/EAN : 978-2-212-56181-4 Prix : 25 EUR Langues : Français (fre) Mots-clés : Management
GESTION DU MARKETING ; INTERNET ; FIDELISATION ; STRATEGIE ; CAMPAGNE PUBLICITAIRE ; SITE INTERNET ; MESSAGERIE ELECTRONIQUE ; TECHNIQUE DE VENTE ; RESEAU SOCIAL ; COMMUNAUTE DE PRATIQUEIndex. décimale : 121.67 MARKETING STRATEGIQUE Note de contenu : Index Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=112780 Autre formatExemplaires (3)
Code-barres Cote Support Localisation Section Disponibilité 049010 658.872/DOR Livre Library Campus de Reims Salle de lecture Disponible J4243 121.67 DOR Livre Library Campus de Rouen Salle de lecture Disponible J4247 121.67 DOR Livre Library Campus de Rouen Salle de lecture Disponible
Titre : The marketing blueprint Type de document : Livre Auteurs : Jules MARCOUX, Auteur Année de publication : 2015 Importance : 190 p. ISBN/ISSN/EAN : 978-1-5146-2576-7 Prix : 29 EUR Langues : Anglais (eng) Mots-clés : Management
GESTION DU MARKETINGRésumé : Are you an entrepreneur, marketing director or CEO looking to take your brand to the next level, without spending millions of dollars? Are you a marketer, working for yourself, or a brand, and want to improve your skills to get better results? Are you a marketing student that wants a competitive edge over his or her peers? Or, are you someone who simply wants to improve their personal brand, in order to obtain better job opportunities? Forget the old marketing textbooks that spew endless theories at you, without tangible examples to use them in. Whether your goal is to grow one of your side projects into a marketable business, to improve the revenues of your current brand, or to better the brand of the company you work for, The Marketing Blueprint is what you need. This step-by-step guide compiles all essential marketing strategies, such as: • How to market, from forming marketing strategies, to business development, to improving your selling skills • How to become a more efficient marketer, by understanding and using leverage effectively • How to market yourself and your brand's people, to ensure better business opportunities • How to create brands and products that make people talk and stay relevant for years To top it all off, this book has more than 30 lessons of practical content that you can use right away in your business. Longer hours and bigger textbooks aren't the answer to your success. By being the smartest marketer around, you can ensure you will grow your business' revenues. That’s exactly what The Marketing Blueprint is all about. Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=158344 Exemplaires (1)
Code-barres Cote Support Localisation Section Disponibilité 050698 658.8/MAR Livre Library Campus de Reims Salle de lecture Disponible
Titre : The rise of the platform marketer : performance marketing with Google, Facebook, and Twitter, plus the latest high-growth digital advertising platforms Type de document : Livre Auteurs : Craig DEMPSTER, Auteur ; John LEE, Auteur Editeur : John Wiley & Sons Année de publication : 2015 Importance : xii, 228 p. ISBN/ISSN/EAN : 978-1-119-05972-1 Prix : 27 EUR Note générale : Index. Langues : Anglais (eng) Mots-clés : Management
GESTION DU MARKETING ; PUBLICITE ; INTERNETRésumé : Develop the skills and capabilities quickly becoming essential in the new marketing paradigm The Rise of the Platform Marketer helps you leverage the "always-on" consumer to deliver more personalized engagements across media, channels, and devices. By managing these interactions at scale throughout the customer lifecycle, you can optimize the value of your customers and segments through strategic use of Connected CRM (cCRM). This book shows you how to take advantage of the massive growth and proliferation of social and other digital media, with clear strategy for developing the new capabilities, tools, metrics, and processes essential in the age of platform marketing. Coverage includes identity management, audience management, consumer privacy and compliance, media and channel optimization, measurement and attribution, experience design, and integrated technology, plus a discussion on how the company as a whole must evolve to keep pace with marketing's increasingly rapid evolution and capabilities. The expansion of digital platforms has created addressability opportunity through search, video, display, and social media, offering today's foremost opportunity for competitive advantage. This book outlines the capabilities and perspective required to reap the rewards, helping you shift your strategy to align with the demands and expectations of the modern consumer. * Develop the tools, metrics, and processes necessary to engage the modern consumer * Gain a deep understanding of Connected Customer Relationship Management * Leverage trends in technology and analytics to create targeted messages * Adjust your company's structure and operations to align with new capabilities The new era of marketing requires thorough understanding of cCRM, along with the knowledge and innovative forethought to thrive in the ever-expanding digital audience platform environment. The Rise of the Platform Marketer gives you an edge, and helps you clear a path to full implementation. Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=158046 Exemplaires (1)
Code-barres Cote Support Localisation Section Disponibilité 050551 658.872/DEM Livre Library Campus de Reims Salle de lecture Disponible The wallet allocation rule / John Wiley & Sons (2015)
Titre : The wallet allocation rule : winning the battle for share Type de document : Livre Editeur : John Wiley & Sons Année de publication : 2015 Importance : XX; 218 p. ISBN/ISSN/EAN : 978-1-119-03731-6 Prix : 19 EUR Note générale : Index. Langues : Anglais (eng) Mots-clés : Management
GESTION DE LA RELATION CLIENT ; CONSOMMATEUR ; COMPORTEMENT DU CONSOMMATEUR ; FIDELISATION ; GESTION DU MARKETINGRésumé : "Customer Loyalty Isn't Enough--Grow Your Share of WalletThe Wallet Allocation Rule is a revolutionary, definitive guide for winning the battle for share of customers' hearts, minds, and wallets. Backed by rock-solid science published in the Harvard Business Review and MIT Sloan Management Review, this landmark book introduces a new and rigorously tested approach--the Wallet Allocation Rule--that is proven to link to the most important measure of customer loyalty: share of wallet.Companies currently spend billions of dollars each year measuring and managing metrics like customer satisfaction and Net Promoter Score (NPS) to improve customer loyalty. These metrics, however, have almost no correlation to share of wallet. As a result, the returns on investments designed to improve the customer experience are frequently near zero, even negative.With The Wallet Allocation Rule, managers finally have the missing link to business growth within their grasp--the ability to link their existing metrics to the share of spending that customers allocate to their brands. Learn why improving satisfaction (or NPS) does not improve share. Apply the Wallet Allocation Rule to discover what really drives customer spending. Uncover new metrics that really matter to achieve growth. By applying the Wallet Allocation Rule, managers get real insight into the money they currently get from their customers, the money available to be earned by them, and what it takes to get it. The Wallet Allocation Rule provides managers with a blueprint for sustainable long-term growth"-- Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=156868 Exemplaires (1)
Code-barres Cote Support Localisation Section Disponibilité 048309 658.8/THE Livre Library Campus de Reims Salle de lecture Disponible PermalinkPermalinkPermalinkPermalinkChangez ces pratiques qui vous empêchent d'innover / Paul MILLIER / Paris : PEARSON EDUCATION FRANCE (2014)
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