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Management > GESTION DU MARKETING > MARKETING DE LA DISTRIBUTION
MARKETING DE LA DISTRIBUTIONSynonyme(s)Trade marketing ECR |
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Titre : Neuro-communication : le cerveau sous influence Type de document : e-book Auteurs : Julien INTARTAGLIA Editeur : DE BOECK SUPERIEUR Année de publication : 2022 ISBN/ISSN/EAN : 978-2-8073-0657-8 Langues : Français (fre) Mots-clés : Management
MARQUE ; COMMUNICATION NON VERBALE ; MARKETING SENSORIEL ; NEUROSCIENCESRésumé : Notre cerveau est l'objet de nombreuses convoitises. En effet, différents acteurs tentent de nous vendre des croyances et des comportements. Nous ne sommes pas conscients ni forcément « libres » face à ces intentions persuasives. La manipulation est constamment présente de façon diffuse et légère, et ne se résume pas uniquement à la pratique de la communication des marques. Lorsque, par exemple, vous vous trouvez moche dans votre miroir, vous émettez un jugement en lien avec un élément qui vous empoisonne la vie : la croyance de ce à quoi vous devriez ressembler. Or, comment avez-vous construit cet idéal corporel?? Est-ce l'influence des publicités pour les cosmétiques ou des médias qui affichent de manière répétitive des mannequins au physique irréprochable?? Qu'il s'agisse de notre rapport à l'argent, du comportement à adopter face au Covid-19 ou encore face à l'urgence climatique... nous sommes des êtres souvent contradictoires, irrationnels et approximatifs dans la construction de notre monde. Nous pouvons penser, dire quelque chose, et ensuite agir de manière opposée. Ce livre va vous permettre de comprendre comment vous êtes programmé-e à raisonner et à agir et vous éveiller face aux tentatives de manipulation auxquelles nous sommes tous régulièrement exposés. Nombre d'accès : 1 En ligne : http://search.ebscohost.com.library.ez.neoma-bs.fr/login.aspx?direct=true&scope= [...] Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=573049 Should online visual merchandising be given more importance as an emotional transmitter for Gen Z and millennials, rather than in-store visual merchandising these days? / Marie-Juliette LOUVET / 2022
Titre : Should online visual merchandising be given more importance as an emotional transmitter for Gen Z and millennials, rather than in-store visual merchandising these days? Type de document : Mémoire Auteurs : Marie-Juliette LOUVET, Auteur Année de publication : 2022 Importance : 40 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 la page. Langues : Anglais (eng) Mots-clés : Management
COMMUNICATION ; INDUSTRIE DU LUXE SECTEUR ; JEUNE ; MARKETING EXPERIENTIEL ; PRISE DE DECISION ; WEBMARKETINGRésumé : Consumers' needs have evolved greatly in recent years and today we can see that they need strong emotional experiences with brands more than ever. The arrival of new technologies and new generations has something to do with it because the traditional ways of consumption and communication have changed and tend to be digital nowadays. In this sense, visual communication is very important for brands. Previous literature has shown that these visual elements, through visual merchandising in stores or online, can transmit emotions to consumers and can influence their purchasing decisions.
This study aims to understand what elements allow visual merchandising to influence consumers' decisions when shopping in stores or online for the new generations (Gen Z and millennials) and also to understand if digital visual tools have more meaning today for these generations who represent the future of consumption. Thanks to the qualitative analysis and the answers of the 10 people interviewed, we can determine that the physical store is still the preferred medium for the younger generation, however online sites must make efforts to increase their visual elaborations and stand out, as the two channels compensate each other. The visual merchandising of brands should be impressive and unusual to attract and captivate the eye of the consumers in order to provide them with positive emotions that will stay in their minds and will allow to maintain a long lasting relationship and trust between a brand and a consumer.Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564585 The association between digital hyper-personalization and the confidentiality of customer data: a future challenge for companies, but not without danger for consumers. / AKAABOUN JIBRIL / 2022
Titre : The association between digital hyper-personalization and the confidentiality of customer data: a future challenge for companies, but not without danger for consumers. Type de document : Mémoire Auteurs : AKAABOUN JIBRIL, Auteur Année de publication : 2022 Importance : 31 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 la page. Langues : Anglais (eng) Mots-clés : Management
MARKETING EXPERIENTIEL ; CLIENT ; ECONOMIE NUMERIQUE ; INTELLIGENCE ARTIFICIELLERésumé : The writing of this dissertation is arranged in three main parts: Firstly, there is the literature review, where we will define the framework and environment of digital hyper-personalization by explaining the strategic interests for online brands and the expectations for consumers. In a second part we will note that this strategy of hyperpersonalization is not always reassuring for the protection of the privacy of individuals who express a feeling of anxiety about the collection of personal data by companies. We will then end by analyzing an overview of the law in force to protect the confidential data of consumers. Secondly, we will develop in another part a qualitative analysis carried out with consumers who shop online, in which we will explain the objectives and methodology of the interviews. The interest is to give voice to the respondents to obtain relevant results on current trends, in order to be able to correctly interpret our research model. Finally, we will end this essay with a general conclusion of the results obtained, outlining the benefits and limitations that allow us to formulate recommendations for companies. Thus, based on this reflection, it seems interesting to address the following initial problematic: "In a constantly evolving digital context, to what extent can companies offer hyperpersonalized content, while at the same time ensuring that consumer data protection is respected? Programme : MSc Digital Expertise for Marketing Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572160 Under the pressure of COVID-19 and the rapid development of online shopping technology, how can large retail stores increase revenue by enhancing the customer experience? / Yexi SUN / 2022
Titre : Under the pressure of COVID-19 and the rapid development of online shopping technology, how can large retail stores increase revenue by enhancing the customer experience? Type de document : Mémoire Auteurs : Yexi SUN, Auteur Année de publication : 2022 Importance : 23 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec cotre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Management
COMMERCE ELECTRONIQUE ; MARKETING EXPERIENTIEL ; TECHNOLOGIERésumé : Purpose - The purpose of this paper is to investigate ways to increase revenue by enhancing the customer experience, and to understand the reasons why customers choose or
choose not to choose to go to an offline retail store. Design/methodology/approach - A questionnaire was designed to explore the potential needs of customers from three perspectives: the advantages of offline brick-and-mortar retail stores in the minds of consumers, the most difficult factors for brick-and-mortar retail stores in the minds of consumers, and the potential needs of consumers for brick-and-mortar retail stores. Findings - Determining the status of brick-and-mortar retail stores in the minds of
customers, the study concluded the following:
1. people still choose to buy goods in brick-and?mortar stores compared to online shopping mainly because of the practicality, reliability and the good experience they can feel when shopping offline.
2. the most important reason why brick-and-mortar stores lose customers is that customers feel disrespected in the store, resulting in a bad experience.
3. the most important thing that can enhance the customer's experience in a physical retail store is that after the store is optimized, the customer can have more exclusive service feeling.Implications of the study -
This paper combines two important situations and influencing factors today on top of the theme of customer experience perception: the impact caused by Covid-19 and the rapid development of e-commerce technology in China, and how the impact of these two factors on brick-and-mortar retail stores should help businesses operate better through experience perception enhancement. Limitations of the study - The limitations of this questionnaire are that the sample size is too small and the sample in some regions may not be representative.Programme : Global BBA Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=562061 What are the challenges of sensorial marketing to face the rise of e-commerce? / Amandine GABORIAU / 2022
Titre : What are the challenges of sensorial marketing to face the rise of e-commerce? Type de document : Mémoire Auteurs : Amandine GABORIAU, Auteur Année de publication : 2022 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 la page. Langues : Anglais (eng) Mots-clés : Management
MARKETING SENSORIEL ; COMMERCE ELECTRONIQUE ; COMPORTEMENT DU CONSOMMATEURRésumé : This study aims first of all to understand in which way(s) sensory marketing can allow stores to face the e-commerce rise. We will target a specific practice of sensory marketing, the atmospheric stores. We will try to understand the consumers' sensibility to atmospheric factors. We will see the means implemented by the brand, especially to differentiate an offer from its competitors, still by stimulating the senses. Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572749 What is the impact of Covid-19 on sensory marketing in the food and beverage retail industry? / Camille POTIER / 2022PermalinkWhy are consumers buying products on e-retailers’ websites? Case of selective beauty market. / Léonie MOÏZO / 2022PermalinkWhy are Spotify users fully engaged in the customer experience without being afraid of their data being collected? / Amélie GEORGIN / 2022PermalinkAppreciating cidre, is it only a matter of taste? A qualitative analysis on cidre perception among French millennials / Mary-Lou JORANDON / 2021PermalinkAugmented reality and its impact on retail industry: a literature review / Yanjia XU / 2021PermalinkBrand Immersive Experience through Augmented Reality in the Fashion Industry / Chloé TESSIER / 2021PermalinkComment les entreprises de luxe peuvent-elle maintenir une bonne relation-clientèle dans un commerce cross-canal en forte augmentation ? / Madelaine MINDIOLA FARAH / 2021PermalinkContributions of digitalization on customer experience in physical stores for the sports sector / Romain DE LAMBILLY / 2021PermalinkDigitalization and consumer experience / Pauline ROUSIERES / 2021PermalinkDoes the sense of sight confer to the consumer the emotions linked to a festive consumption of Champagne? / Isabelle COURTOIS / 2021Permalink
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