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What are the semiotics mechanisms used by champagne brands to incite consumer desire on instagram? / Julie CERVANTES / 2021
Titre : What are the semiotics mechanisms used by champagne brands to incite consumer desire on instagram? : A study of champagne communication in consideration of the law Type de document : Mémoire Auteurs : Julie CERVANTES, Auteur Année de publication : 2021 Importance : 32 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
CONSOMMATEUR ; INTRANET ; METHODE ; RESEAU SOCIAL ; VIN SECTEURRésumé : This paper contributes and complements the few existing research about the link between the use of semiotics for champagne brands and consumer desire. Going more in depth, it offers an overall vision of champagne semiotics, its perception and impact on consumer behaviour and on which type of consumers and desires. It focuses exclusively on Instagram for the platform emphasizes more on semiotics and on three specific brands of champagne to offer a simpler and synthesized approach. A complementary consideration is made for the loi Evin and its constraints on the use of semiotics. Thus, the research question is: what are the semiotics mechanisms used by champagne brands to incite consumer desire on Instagram? through an qualitative data analysis of both interviews and Instagram posts and comments, this paper shows the close relationship between semiotics and different types of consumer desires but also the link between semiotics and segmentation and identifies the main types of semiotics mechanisms used by the champagne brands nowadays. Programme : MSc Digital Expertise for Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538528 AR Customization on Customer Experience in Automotive Market / Alexis DUCOULOMBIER-HERPIN / 2020
Titre : AR Customization on Customer Experience in Automotive Market Type de document : Mémoire Auteurs : Alexis DUCOULOMBIER-HERPIN, Auteur Année de publication : 2020 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 : Français (fre) Mots-clés : Management
AUTOMOBILE SECTEUR ; CONSOMMATEUR ; MARKETING EXPERIENTIEL ; TECHNOLOGIERésumé : The use of Augmented Reality has been increasing in recent years, and recently it has become part of people's daily lives, during their customer experiences with certain brands or companies. The automotive industry is becoming more complex and needs to renew itself. The development of product customization and the importance of customer experience are key factors in the continuity of an automotive group's performance. Augmented reality can leverage both factors. An in-depth study on a sample of customers has allowed to explore the benefits of a vehicle customization via augmented reality in the customer experience and to identify implementation recommendations. The search for fun and utility found the types of use of the technology by benefiting from its technical and sentimental interest. It allows to meet the expectations of sensorial, practical, testing and the link between the imaginary and the real. The benefits of customization with augmented reality are important, both on the product and customer experience and on the brand image that emerges from it. However, there are some notions of implementation that allow these two factors to be perfectly efficient, such as its place in the customer journey and its availability in showrooms. Programme : PGE-Rouen Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529826
Titre : Building Brand Communities : How Organizations Succeed by Creating Belonging Type de document : e-book Auteurs : Carrie Melissa JONES ; Charles VOGL Editeur : Berrett-Koehler Publishers Année de publication : 2020 Importance : 223 p. ISBN/ISSN/EAN : 978-1-5230-8663-4 Langues : Anglais (eng) Mots-clés : Management
CONSOMMATEUR ; IMAGE DE MARQUE ; MARQUERésumé : An authentic brand community is more than just people buying your product or working alongside one another. This book articulates the critical roles of mutual concern, common values, and shared experiences in creating fiercely loyal customer and collaborator relationships. Smart organizations know that creating communities is the key to unlocking unprecedented outcomes. But too many mistakenly rely on superficial transactional relationships as a foundation for community, when really people want something deeper. Carrie Melissa Jones and Charles Vogl argue that in an authentic and enriching community, members have mutual concern for one another, share personal values, and join together in meaningful shared experiences, whether online or off. On the deepest level, brands must help members grow into who they want to be. Jones and Vogl present practices used by global brands like Yelp, Etsy, Twitch, Harley Davidson, Salesforce, Airbnb, Sephora, and others to connect in a meaningful way with the people critical for their success. They articulate how authentic communities can serve organizational goals in seven different areas: innovation, talent recruitment, customer retention, marketing, customer service, building transformational movements, and creating community forums. They also reveal principles to grow a new brand community to critical mass. This is the first comprehensive guide to a crucial differentiator that gives organizations access to untapped enthusiasm and engagement. 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=509043 Can the new technologies help to dynamise the image of horse racing and attract new consumers / Anaïs IZAAC / 2020
Titre : Can the new technologies help to dynamise the image of horse racing and attract new consumers Type de document : Mémoire Auteurs : Anaïs IZAAC, Auteur Année de publication : 2020 Importance : 34 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
CONSOMMATEUR ; SPORT ; TECHNOLOGIERésumé : I will utilize prevailing scholarly literature to develop these lines of thought. In view of my research questions, I consider it relevant to draw up a quantitative questionnaire in order to collect as many metrics as possible on the image of horse racing and horse betting on the part of an essentially French population. Finally, I have identified four people who can provide a unique perspective on the methods used to measure the image of horse racing and betting in France.
Finally, I will conclude this report with recommendations that will have emerged in the course of my research.Programme : PGE-Reims Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529107 Changes in the purchasing function as part of the complexity of the supply chain / Oriane VANDECASTEELE / 2020
Titre : Changes in the purchasing function as part of the complexity of the supply chain : What are the pros and cons of the blockchain in the food industry? Type de document : Mémoire Auteurs : Oriane VANDECASTEELE, Auteur Année de publication : 2020 Importance : 25 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
AGROALIMENTAIRE SECTEUR ; PRODUCTION ; DISTRIBUTION ; LOGISTIQUE ; CONSOMMATEURRésumé : Scandals in the food industry are a real issue nowadays. The Blockchain innovative tool (A distributed ledger, decentralized and immutable) is likely to be a revolutionary technology in the 10 coming years. However, the direct impact, positive or negative, is not well-known yet. The goal of this paper is to identify the main advantages and disadvantages of the blockchain for 3 of the major actors of the supply chain in the food industry: the producers, the retailers and the consumers. A market research was conducted with the help of three different surveys, one distributed to consumers, another one to the producers and the last one to the retailers. The objective was to test whether the interest in blockchain was depending on the level of trust customers have towards the food industry, on the size of the retailers’ company or on producers’ age. The results were that the variables are not influencing each other. In other words, interest in blockchain does not depend on either the trust in food industry by consumers, the size of the retailers’ company or the age of the producers. Programme : PGE-Rouen Spécialisation : Entrepreneurship Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529811 Comment les enseignes utilisent la musique pour agir au sein de leur communication marketing / Mathilde PREAU / 2020PermalinkConjunction of sensory & digital marketing: What is the impact of senses stimulation on consumer’s emotion through e-commerce? / Manon KARPATI / 2020PermalinkConsumer Resistance and Cloud Gaming / Corentin REUNGOAT / 2020PermalinkLes défis de la supply chain : logistique et achat, le renouveau ? / Jean-Michel HUET / 2020PermalinkEducating consumers about the composition of their cosmetic products thanks to inci beauty smartphone scan application / Justine MOYA / 2020PermalinkGamification through Augmented Reality in the tourism industry / Marine VUILLEMIN / 2020PermalinkHappiness and the perception of social superiority portrayal in advertising / Oriane VAN WESTERLAAK / 2020PermalinkHOW DOES IDENTITY-BASED CONSUMER BEHAVIOR ON CHINESE GENERATION Y MOLD THE LUXURY BRAND’S DOUYIN MARKETING STRATEGY? / Jinyi XIONG / 2020PermalinkHow does netflix influence users' consumption: A qualitative understanding of binge-watching habits on a streaming platform / Sarah HYMBERT / 2020PermalinkHow does Yuka mobile application influence consumer behaviours? / Julie DECLUNDER / 2020Permalink
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