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Titre : Resistance to innovation : Its sources and manifestations Type de document : e-book Auteurs : Schaul OREG ; Jacob GOLDENBERG Editeur : UNIVERSITY OF CHICAGO PRESS Année de publication : 2015 Importance : 212 p. ISBN/ISSN/EAN : 978-0-226-23732-9 Prix : 39 EUR Langues : Anglais (eng) Mots-clés : Management
COMPORTEMENT DU CONSOMMATEUR ; CONSOMMATEUR ; RESISTANCE AU CHANGEMENTRésumé : Every year, about 25,000 new products are introduced in the United States. Most of these products fail—at considerable expense to the companies that produce them. Such failures are typically thought to result from consumers’ resistance to innovation, but marketers have tended to focus instead on consumers who show little resistance, despite these “early adopters” comprising only 20 percent of the consumer population. Shaul Oreg and Jacob Goldenberg bring the insights of marketing and organizational behavior to bear on the attitudes and behaviors of the remaining 80 percent who resist innovation. The authors identify two competing definitions of resistance: In marketing, resistance denotes a reluctance to adopt a worthy new product, or one that offers a clear benefit and carries little or no risk. In the field of organizational behavior, employees are defined as resistant if they are unwilling to implement changes regardless of the reasons behind their reluctance. Seeking to clarify the act of rejecting a new product from the reasons—rational or not—consumers may have for doing so, Oreg and Goldenberg propose a more coherent definition of resistance less encumbered by subjective, context-specific factors and personality traits. The application of this tighter definition makes it possible to disentangle resistance from its sources and ultimately offers a richer understanding of consumers’ underlying motivations. This important research is made clear through the use of many real-life examples. Nombre d'accès : 4 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=454701 Sports Marketing: A Strategic Perspective / Matthew D. SHANK / London : ROUTLEDGE (2015)
Titre : Sports Marketing: A Strategic Perspective Type de document : Livre Auteurs : Matthew D. SHANK ; Mark R. LYBERGER Mention d'édition : 5th ed. Editeur : London : ROUTLEDGE Année de publication : 2015 Importance : 669 p. ISBN/ISSN/EAN : 978-1-138-01595-1 Prix : 89.00 EUR Langues : Anglais (eng) Mots-clés : Management
SPORT ; MARKETING STRATEGIQUE ; PLAN MARKETING ; MARKETING DE LA DISTRIBUTION ; CONSOMMATEUR ; PRODUITIndex. décimale : 361.42 SPORT Résumé : Ce livre est un must-have pour quiconque pratique le marketing du sport ou distribuant des cours de commerce sportif. Note de contenu : Glossaire, index Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=113460 Exemplaires(2)
Code-barres Cote Support Localisation Section Disponibilité J4403 361.42 SHA Livre Library Campus de Rouen Salle de lecture Disponible J4404 361.42 SHA Livre Library Campus de Rouen Salle de lecture Exclu du prêt
Titre : Strategic copywriting : how to create effective advertising Type de document : e-book Auteurs : Edd APPLEGATE, Mention d'édition : Second edition. Editeur : ROWMAN AND LITTLEFIELD PUBLISHERS Année de publication : 2015 Importance : 1 online resource : xxii, 286 p. Présentation : illustrations ISBN/ISSN/EAN : 978-1-4422-4409-2 Langues : Anglais (eng) Mots-clés : Management
CONSOMMATEUR ; MEDIA ; PUBLICITEMots-clés candidats : Advertising copy. Vocational guidance United States. Copy writers Résumé : When it comes to attracting consumers through advertising, which words, phrases, and techniques are most effective? Strategic Copywriting, a detailed how-to guide, introduces students to time-tested strategies for writing and designing successful ads. In this second edition, Edd Applegate explains the core principles that have guided advertising for decades, from knowing the audience to crafting a compelling message. Next, proven techniques for producing specific kinds of advertising-whether for newspapers, magazines, or other print media, for broadcast radio or television, or for social media and online/mobile platforms-are addressed in step-by-step detail. Throughout, Applegate walks readers through real advertisements from advertising agencies of all sizes across the United States to illustrate what works-or not-and why. Nombre d'accès : 1 En ligne : http://www.vlebooks.com/vleweb/product/openreader?id=Neoma&accId=9169105&isbn=97 [...] Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=208903 The experience / Bruce LOEFFLER / John Wiley & Sons (2015)
Titre : The experience : the 5 principles of Disney service and relationship excellence Type de document : Livre Auteurs : Bruce LOEFFLER, Auteur ; Brian T. CHURCH, Auteur Editeur : John Wiley & Sons Année de publication : 2015 Importance : IX; 294 p. ISBN/ISSN/EAN : 978-1-119-02865-9 Prix : 22 EUR Note générale : Index. Langues : Anglais (eng) Mots-clés : Management
GESTION DE LA RELATION CLIENT ; SERVICE CLIENT ; CONSOMMATEURRésumé : The Experience is a unique guide to mastering the art of customer service and service relationships, based on the principles employed at the renowned leader in customer experience the Walt Disney Company. Co–Author Bruce Loeffler spent ten years at Disney World overseeing service excellence, and has partnered with Brian T. Church in this book, to show you how to bring that same level of care and value to your own organization. Based on the I. C.A.R.E. model, the five principles Impression, Connection, Attitude, Response, and Exceptionals give you a solid framework upon which to raise the level of your customer experience. You will learn how to identify your customer service issues and what level of Experience you are currently offering. You can then determine exactly what the "customer experience" should be for your company, and the changes required to make it happen.
The Walt Disney Company is the most recognized name in the world for customer service. The "Disney Experience" draws customers from all around the world,. This book describes what it takes to achieve that level of Experience, and how any organization can do it with the right strategy and attention to detail. When the Experience is enhanced, the opportunity arises to convert customers to ambassadors who will share their Experience with others.
Find "the experience" and what it means to the Organization
Learn the five levels of experience, and why most companies fail at it
Identify service problems that face every company in the marketplace
Utilize the Experience Quotient and apply the I. C.A.R.E. principles
Learn how to convert customers to ambassadors who share their story with others
Customers are the lifeblood of business. A great product offering isn′t enough in today′s marketplace, where everyone′s looking for an "experience. Imagine the kind of value a Disney–level customer experience could bring to your organization. The Experience is a guide to getting there, from an insider′s perspective.Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=157530 Exemplaires(1)
Code-barres Cote Support Localisation Section Disponibilité 048964 658.812/LOE Livre Library Campus de Reims Salle de lecture Sorti jusqu'au 12/03/2021 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 Your customer rules! / Bill PRICE / JOSSEY-BASS (2015)PermalinkDecoding the new consumer mind / Kit YARROW / JOSSEY-BASS (2014)PermalinkL'été numérique / Thierry JADOT / EDITIONS DEBATS PUBLICS (2014)PermalinkHandbook of Strategic Account Management: A Comprehensive Resource / Diana WOODBURN / WILEY PUBLISHING (2014)PermalinkLe marketing du luxe / Jean-Louis MARTINEZ / Bruxelles : DE BOECK (2014)PermalinkMicroéconomie / Johanna ETNER / PARIS : DUNOD (2014)PermalinkRetailing management / Michael LEVY / MCGRAW HILL (2014)PermalinkS comme Seniors / Ralph HABABOU / Paris : FIRST (2014)PermalinkPermalinkThe collaborative sale / Keith M. EADES / WILEY PUBLISHING (2014)Permalink
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