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Management > GESTION DU MARKETING > MARKETING DE LA DISTRIBUTION
MARKETING DE LA DISTRIBUTIONSynonyme(s)Trade marketing ECR |
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The brand challenge / Kartikeya KOMPELLA / Kogan Page (2015)
Titre : The brand challenge : adapting branding to sectorial imperatives Type de document : Livre Auteurs : Kartikeya KOMPELLA, Éditeur scientifique Editeur : Kogan Page Année de publication : 2015 Importance : xxi, 338 p. ISBN/ISSN/EAN : 978-0-7494-7015-9 Prix : 60 EUR Note générale : Index. Langues : Anglais (eng) Mots-clés : Management
MARQUE ; IMAGE DE MARQUE ; MARKETING DE LA DISTRIBUTION ; PUBLICITE ; PROMOTION DES VENTESRésumé : "Edited by leading brand analyst Kartik Kompella, The Brand Challenge provides a comprehensive and topical examination of the application of branding across key branding fields, including luxury goods, media and entertainment, pharmaceutical and digital. Each chapter covers a different industry, written by an expert from the field, to explain how to build a brand in a specific field and explore how the rules of branding change across industries. Original contributions from many of the world's leading brand experts address brand building in the conventional manner, while also looking at the branding innovators who pushed the boundaries in their field. With insights from experts such as Laura Ries on using a Visual Hammer and John Simmons on storytelling, this book shows how to transfer branding rules from one field to another and gain an understanding of commonalities involved with successfully building brands across industries and markets"-- "The Brand Challenge provides a comprehensive and topical examination of the application of branding across a variety of categories such as luxury goods, media, football clubs and cities; it proves essential reading for anyone involved in branding decisions or wanting to know more about the branding process. Edited by leading brand analyst Kartikeya Kompella, The Brand Challenge explains the nuances of building brands in different industries with a chapter devoted to each to give the reader the most up-to-date understanding of how to apply brand theory. It contains original contributions from many of the world's leading brand experts who lift the veil on brand building in their specific category. The book encourages readers to apply practices from one category to another to foster innovation in brands and successful brand building. Contributing Authors: Al Ries (focus), Tony Allen (identity), Peter Fisk (innovation), Allen Adamson (brand), Professor Jean-No Kapferer (luxury), Jesko Perrey (retail), Thomas Meyer (retail), Simon Glynn (B2B), Michael D'Esopo (B2B), Professor Walter McDowell (TV), Mike Symes (finance), Jocelyne Daw (non-profit), Professor Joseph Hancock (fashion), Professor John O'Neill (hospitality), Jeremy Hildreth (city), JT Singh (city), Howard Breindel (technology), Sue Bridgewater (football)"-- Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=156561 Exemplaires(2)
Code-barres Cote Support Localisation Section Disponibilité 048172 658.827/KOM Livre Library Campus de Reims Salle de lecture Disponible 048171 658.827/KOM Livre Library Campus de Reims Salle de lecture Disponible The marketing blueprint / Jules MARCOUX / 2015
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 The rise of the platform marketer / Craig DEMPSTER / John Wiley & Sons (2015)
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 Transformational Sales / Philip KOTLER / Berlin : SPRINGER-VERLAG (2015)
Titre : Transformational Sales : Making a Difference with Strategic Customers Type de document : Livre Auteurs : Philip KOTLER, Auteur ; Marian DINGENA, Auteur ; Waldemar PFOERTSCH, Auteur Editeur : Berlin : SPRINGER-VERLAG Année de publication : 2015 Importance : 162 p. ISBN/ISSN/EAN : 978-3-319-20605-9 Langues : Anglais (eng) Mots-clés : Management
GESTION DU MARKETING ; MERCHANDISING ; PRODUITRésumé : Inspired by a new, transformative era in human and business relations, this book provides a unique perspective on the business transformation that results from the collaboration between suppliers and their strategic customers. It is all about guiding organizational change and business transformation, starting with sales itself. Companies choosing this approach can make a significant and meaningful difference with strategic customers, moving beyond the competition. Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=555583 Exemplaires(1)
Code-barres Cote Support Localisation Section Disponibilité 058122 658.8 KOT Livre Library Campus de Reims Salle de lecture Disponible Twitter power 3.0 / Joel COMM / John Wiley & Sons (2015)PermalinkVeiller au confort des lecteurs / COLLECTIF / Paris : EDITIONS DU CERCLE DE LA LIBRAIRIE (2015)PermalinkAdvanced affiliate marketing / Jenna INOUYE / CREATESPACE INDEPENDENT PUBLISHING PLATFORM (2014)PermalinkLe big bang des idées / Brice AUCKENTHALER / Bluffy : KAWA (2014)PermalinkChangez ces pratiques qui vous empêchent d'innover / Paul MILLIER / Paris : PEARSON EDUCATION FRANCE (2014)PermalinkConstruire une marque leader / Yves GOBLET / Paris : EDITIONS EMS (2014)PermalinkPermalinkPermalinkDCG, n° 11. Contrôle de gestion / Michel COUCOUREUX / Paris : NATHAN (2014)PermalinkEconomie du cinéma / Laurent CRETON / Paris : ARMAND COLIN (2014)PermalinkEconomie et management du vin / Jérôme GALLO / Harlow : PEARSON (2014)PermalinkL'essentiel du marketing 2014-2015 / Sébastien SOULEZ / Paris : GUALINO EDITEUR (2014)PermalinkEtudes marketing / Naresh MALHOTRA / Harlow : PEARSON (2014)PermalinkFaire du marketing sur les réseaux sociaux / Mélanie HOSSLER / EYROLLES (2014)PermalinkFree ! Comment marche l'économie du gratuit / Chris ANDERSON / Paris : FLAMMARION (2014)PermalinkFrom great to gone / Peter LORANGE / Farnham : GOWER (2014)PermalinkLe guide des liens sponsorisés / Florian MARLIN / EYROLLES (2014)PermalinkGuide to fashion entrepreneurship / Melissa G. CARR / FAIRCHILD BOOKS (2014)PermalinkM-commerce / Jean-Eric PELET / Harlow : PEARSON (2014)PermalinkMagic marketing ! / Philippe VILLEMUS / PARIS : DUNOD (2014)PermalinkLe management de l'entreprise d'édition / Jean-Marc LEBRETON / Paris : EDITIONS DU CERCLE DE LA LIBRAIRIE (2014)PermalinkManagement des entreprises du tourisme / Cécile CLERGEAU / PARIS : DUNOD (2014)PermalinkMarketing / Jean-Pierre HELFER / Paris : VUIBERT (2014)PermalinkMarketing / Jean-Marc FERRANDI / PARIS : DUNOD (2014)PermalinkMarketing / Paul BAINES / OXFORD UNIVERSITY PRESS (2014)PermalinkMarketing / Rosalind MASTERSON / Los Angeles, [Calif.] ; : SAGE (2014)PermalinkMarketing de l'art et de la culture / Dominique BOURGEON-RENAULT / PARIS : DUNOD (2014)PermalinkLe marketing des arts et de la culture / François COLBERT / Montréal : EDITIONS DE LA CHENELIERE (LES) (2014)PermalinkMarketing communications management / Paul COPLEY / Los Angeles, [Calif.] ; : SAGE (2014)PermalinkMarketing digital / Dave CHAFFEY / Harlow : PEARSON (2014)PermalinkMarketing expérientiel / Isabelle FROCHOT / PARIS : DUNOD (2014)PermalinkLe marketing expérientiel sur le point de vente / Iris GASCOIN / Sarrebruck : EDITIONS UNIVERSITAIRES EUROPEENNES (2014)PermalinkLe Marketing de la famille / Barbara HADDAD / EDITIONS KAWA (2014)PermalinkLe marketing des fédérations sportives / Christopher HAUTBOIS / PARIS : ECONOMICA (2014)PermalinkLe marketing de rupture / Christophe CHAPTAL DE CHANTELOUP / Bruxelles : DE BOECK (2014)PermalinkMarketing des services / Patrick GABRIEL / PARIS : DUNOD (2014)PermalinkMarketing strategy / O. C. FERRELL / SOUTH-WESTERN/CENGAGE LEARNING (2014)PermalinkMaxi-fiches : marketing / Eva DELACROIX / PARIS : DUNOD (2014)PermalinkMBA marketing / Malcolm MCDONALD / New York : PALGRAVE MACMILLAN (2014)PermalinkMercator / Jacques LENDREVIE / PARIS : DUNOD (2014)PermalinkOn air marketing / Frédéric DOSQUET / Paris : EDITIONS EMS (2014)PermalinkPrinciples of marketing / Philip KOTLER / Harlow : PEARSON (2014)PermalinkPrinciples of retailing / Rosemary VARLEY / New York : PALGRAVE MACMILLAN (2014)PermalinkPermalinkPermalink
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