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Management > GESTION DU MARKETING > MARKETING DE LA DISTRIBUTION
MARKETING DE LA DISTRIBUTIONSynonyme(s)Trade marketing ECR |
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Conjunction of sensory & digital marketing: What is the impact of senses stimulation on consumer’s emotion through e-commerce? / Manon KARPATI / 2020
Titre : Conjunction of sensory & digital marketing: What is the impact of senses stimulation on consumer’s emotion through e-commerce? Type de document : Mémoire Auteurs : Manon KARPATI, Auteur Année de publication : 2020 Importance : 50 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
MARKETING SENSORIEL ; WEBMARKETING ; CONSOMMATEUR ; CHOCOLAT ET CONFISERIE SECTEURRésumé : Dealing with a strong competition, companies in every sector face a real challenge: offering to customers a real experience through every channel and even more through in digital area.
The importance of playing on digital channels takes all its meaning even more during the exceptional world health crises during when companies try to find solutions to keep going selling their products even with store closure. My research therefore registers in this context by trying to explain how sensory marketing could be transposed to food eshops and what the impact on customer’s emotion and intention. To support my research, I realized a questionnaire collecting consumer’s opinions and feelings face to sight and hearing stimulus.
My analyses conclude that sensorialisation of e-commerce sites is an added value if it is used wisely and in accordance with brand’s objectives and image.Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=534290 How are internal and external triggers linked with FOMO induced e-purchasing?: Link between FOMO tendencies and marketing strategies based on FOMO for millenials / Coralie ARGENTO / 2020
Titre : How are internal and external triggers linked with FOMO induced e-purchasing?: Link between FOMO tendencies and marketing strategies based on FOMO for millenials Type de document : Mémoire Auteurs : Coralie ARGENTO, Auteur Année de publication : 2020 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
WEBMARKETING ; MARKETING EXPERIENTIEL ; COMMERCE ELECTRONIQUE ; COMPORTEMENT DU CONSOMMATEURRésumé : The Fear of Missing Out (FOMO) is popular concept, which refers to the fear of missing an event or a good discount on a product. While this concept has been defined by researchers in the past years, the link between internal tendencies towards FOMO and the response mechanisms to marketing strategies using FOMO has not been demonstrated.
This paper will focus on the question: How are internal and external triggers linked with FOMO induced e-purchasing?
A quantitative questionnaire conducted online will be analysed in order to get insights from the consumers.
In doing so, this paper demonstrates that the external introduction of FOMO does not necessarily increase the purchase intention in general but the more people have FOMO tendencies, the more likely they are to make a purchase when FOMO is also externally introduced.Programme : PGE-Rouen Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529843 How can the Internet of Things technology enhance in-store customer experience / Yassine OZDEMIR / 2020
Titre : How can the Internet of Things technology enhance in-store customer experience Type de document : Mémoire Auteurs : Yassine OZDEMIR, Auteur Année de publication : 2020 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 : Anglais (eng) Mots-clés : Management
MARKETING EXPERIENTIEL ; POINT DE VENTE ; TECHNOLOGIE ; INTERNET DES OBJETS ; SERVICE CLIENTRésumé : As the development of e-commerce is growing extremely rapidly, the need of offering a special and different in-store customer experience becomes crucial for retailers who fight to get competitive advantages. One technology can respond to this issue: the Internet of Things. Linking the real world through physical objects with the digital world thanks to the Internet is a concept that has been made possible thanks to this technology. Indeed, physical objects with specific RFID tags and sensing technologies are now being able to respond to different issues in physical stores such as long queues or stock shortage. This paper aims to show how can the Internet of Things technology enhance in-store customer experience, and thus become a real competitive advantage for retailers. The literature review presented will help us understand the IoT technology itself, the concept of in-store customer experience and the main innovations of the Internet of Things enhancing customer experience in retail stores. The paper will then help us to fulfill the two main objectives: finding out how interested are retailers and customers in the implementation of the IoT in their stores and harvesting innovative ideas of new IoT in-store usage, and finally determining if an IoT composed store can increase the average basket and the purchasing frequency. For this research paper, we have chosen a qualitative methodology through four focus groups and in-store observations. In addition, we have also created a small questionnaire to find out if the IoT could help increase the shopping frequency of customers. As this research has not been carried out, we have given hypothesis on the most likely results showing that the IoT in a store is indeed highly interesting both customers and retailers, but also represents an efficient tool to increase the average baskets of customers and the purchasing frequency. Programme : PGE-Reims Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529113 How do technological innovations impact the marketing strategies of cultural institutions and the visitor experience / Tiffany THUET / 2020
Titre : How do technological innovations impact the marketing strategies of cultural institutions and the visitor experience : Marketing & Cultural organizations Type de document : Mémoire Auteurs : Tiffany THUET, 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
INNOVATION TECHNOLOGIQUE ; MARKETING EXPERIENTIEL ; MARKETING STRATEGIQUERésumé : This Seminar Paper aims to understand how the cultural sector has been impacted in recent years by technological innovations. Indeed, cultural places today face several challenges to which they must respond. These challenges are reaching a wider public, develop the visitor experience, encouraging sharing and accessibility, building public loyalty and building a bond, improving the management of institutions and opening up to other art forms. In the first part, the review of the literature will lead to the formulation of three hypotheses: cultural institutions are facing new challenges that push them to adopt new marketing strategies and meet visitors' expectations (Hypothesis 1); in a competitive context, cultural institutions must find new methods to attract and retain audiences (Hypothesis 2); faced with the extent of digitalization, cultural institutions must include technological innovations in their marketing strategies (Hypothesis 3). In order to better understand these challenges facing cultural institutions today, several interviews were conducted with professionals. These interviews allowed the hypotheses formulated previously to be verified. The results allow us to highlight the change that cultural institutions are making to integrate digital into their marketing strategies, but also make us realize the difficulties that this entails. At the same time, a quantitative study was carried out in order to better understand the expectations of visitors and their perceptions of their visitor experiences. These two studies will enable us to draw up managerial recommendations for professionals in cultural institutions. Programme : PGE-Reims Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529110
Titre : Marketing digital Titre original : Digital marketing Type de document : e-book Auteurs : Dave CHAFFEY ; Fiona ELLIS-CHADWICK ; Henri ISAAC ; Pierre VOLLE ; Maria MERCANTI-GUERIN Mention d'édition : 7e éd. Editeur : Harlow : PEARSON Année de publication : 2020 Présentation : ill. ISBN/ISSN/EAN : 978-2-326-05734-0 Langues : Français (fre) Langues originales : Anglais (eng) Mots-clés : Management
COMMUNAUTE DE PRATIQUE ; EVALUATION ; GESTION DU MARKETING ; INTERNET ; MARKETING DIRECT ; MARKETING MIX ; MARKETING STRATEGIQUE ; MARKETING VIRAL ; PUBLICITE ; RESEAU SOCIAL ; SITE INTERNETIndex. décimale : 121.67 MARKETING STRATEGIQUE Résumé : Cet ouvrage est un guide complet présentant et analysant les concepts, les techniques et les meilleures pratiques qui jalonnent le processus de marketing digital Note de contenu : Index Nombre d'accès : 5 En ligne : http://library.ez.neoma-bs.fr/login?url=https://bc.vitalsource.com/tenants/neoma [...] Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=554397 PermalinkLe « phygital », entre réalité et numérique, au service du retail (commerce de détail) / Etienne GUITTET / 2020
PermalinkPermalinkLe rôle de l'expérience utilisateur dans la stratégie des entreprises du digital / Gauthier GRAPTON / 2020
PermalinkLes stratégies Marketing et l’expérience client en magasin dans l’industrie agro-alimentaire / Camille SERERO / 2020
PermalinkPermalinkThe impacts of augmented reality on the cosmetic shopping experience online / Marie WITTEVRONGEL / 2020
PermalinkThe use of Blockchain technology by companies in order to increase the willingness to purchase of customers. / Sarah FARJAOUI / 2020
PermalinkComment le digital pourrait transformer l’expérience client dans un contexte de distribution omnicanal ? / Léonore PETRY / 2019
PermalinkA comparative outlook on Augmented Reality (AR) and Virtual Reality (VR) in enhancing the Customer shopping experience to induce Purchase intentions and generate better Customer Satisfaction in the Online retail industry / Amritha RAJU / 2019
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