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Relationship between the pseudo-Japanese marketing strategy and brand imageperceptionof Genki Forest / Yu Xiao HAN / 2022
Titre : Relationship between the pseudo-Japanese marketing strategy and brand imageperceptionof Genki Forest Type de document : Mémoire Auteurs : Yu Xiao HAN, Auteur Année de publication : 2022 Importance : 28 p Note générale : Pour accéder aux fichier PDF, merci de vous identifier sur le catalogue de votre compte Office 365 via le bouton CONNEXION en haut de page Langues : Anglais (eng) Mots-clés : Management
MARKETING ACHAT ; IMAGE DE MARQUE ; JAPONRésumé : With the increasing health consciousness and demand, there are many more sugar-free and healthy beverage in the current Chinese beverage market. But when we reviewed the successful brands that created the sugar-free beverage category, we find that the brand that started the trend of sugar-free category is not a traditional beverage giant in Chinese market, such as Coca Cola or Nongfu Shanquan, but a brand that we had almost never heard of -“Genki Forest”. With its popular single product “Sparkling Water”series,the brand has made a significant market share in the highly competitive water beverage market in China in 2019. To date, GenkiForest sparkling water still achieved excellent sales among sugar-free water drinks.Looking back on the success of GenkiForest, the role played by the brand image is inextricably linked. In addition to the efforts made for a positive brand image through various marketing campaigns or other measures, the packaging of the product, as an important methods of visual informationtransmission when consumers first see the product, plays an important role in building the brand image at the initial stage of the product launch.In this paper, we will analyze and discuss the relationship amongthe packaging styleit applied, brand image, and consumers' willingness to buy based on the theory of origin effect, brand image, and purchase decision.The dissertation will explore how the packaging style of GenkiForest affects consumers' perception of its brand image,and the relationship between the brand image of GenkiForest and consumers' behavior. Programme : Global BBA Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=566057 The impact of co-branding as a promotional method on brand perception in the fashion industry / Anastasiia SHUMIKHINA / 2022
Titre : The impact of co-branding as a promotional method on brand perception in the fashion industry Type de document : Mémoire Auteurs : Anastasiia SHUMIKHINA, Auteur Année de publication : 2022 Importance : 73 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 : Entreprise
DIGITAL ; PROMOTION DES VENTES
Management
MARQUE ; MODE ; WEBMARKETINGRésumé : This article examines the theoretical and practical aspects of co-branding in order to identify and understand how a promotional method such as co-branding acts on consumer perception of a brand.
Brands large and small are forced to find new methods of influencing the consumer in order to stay in the markets and be competitive, and different types of cooperation affect the fate of companies in the
future. Many companies decide to resort to partnerships to promote together rather than compete with each other. All of this will be explored in my paper.The first part of the paper defines co-branding and all the terms related to the topic, examines the theories related to the topic, comparing co-branding with traditional brand promotion methods. It also discusses the relevance of the topic and why co-branding as an implementation method is necessary in today's reality. The second part of the article discusses co-branding moves that have already been implemented and the results of major brands, both international and Russian. Real-life examples show how effective co- branding is as a promotional method. The third part will summarise the conclusions and recommendations I have drawn from the work.Programme : Cesem Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=560206
Titre : The impact of corporate governance on firm performance 2016-2020 Type de document : Mémoire Auteurs : Maximilien KLENE, Auteur Année de publication : 2022 Importance : 24 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
CONSEIL D'ADMINISTRATION ; DIVERSIFICATION ; GOUVERNANCE DE L'ENTREPRISERésumé : The objective of this research is, therefore, to observe the effect of corporate governance indicators (board size, CEO compensation, board diversity, the proportion of non-executive directors (NEDs), on the financial performance of publicly listed companies on the London stock exchange. A sample of 40 companies was collected, with data sourced over five years, from 2016 to 2020 included. Five corporate governance factors were chosen due to their relevance in existing corporate governance regimes, such as the Sarbanes-Oxley act of 2002 in the US, the Guidelines of the Australian Stock Exchange’s Corporate Governance Council that appeared in 2003 and the Combined Code of Corporate Governance in the UK. These variables have also been selected by other researchers, which we will discover later in our literature review. We control for enterprise-specific characteristics such as size, leverage, and price to book value of assets. Firm performance is examined through the collection of ROA, ROE and EBTIDA variables, expressed in percentages. These financial performance indicators were selected as they are the principal determinant of a company's financial performance. We will focus on which corporate governance measures present themselves as a determinant of performance and thus directly affect profitability Programme : MSc Corporate Finance Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=568528 The impact of social media on brand associations for sponsors : the case of Formula one / Estelle RANCOURT / 2022
Titre : The impact of social media on brand associations for sponsors : the case of Formula one Type de document : Mémoire Auteurs : Estelle RANCOURT, Auteur Année de publication : 2022 Importance : 37 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
COMMUNICATION ; IMAGE DE MARQUE ; INTERNET ; SPONSORINGRésumé : With the revitalization of the interest in Formula One for younger people thanks to the very-criticized ‘Drive to Survive’ Netflix show, Formula One has to be modernized to be relevant to this younger audience. As the majority of teams’ revenues come from sponsorship, sponsoring companies also have to be modernized and adapt their marketing strategy to a younger audience to have a good return on their investment in Formula One.
Therefore, this dissertation focuses on the impact of social media on brand associations for sponsors through the case of Formula One. Our research question came up to be as following : How could a Formula One sponsor better its brand associations through social media ?Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564568 To what extend do the performances of sports teams have an impact on the sponsor's brand with the consumer ? / Antoine ROUQUET / 2022
Titre : To what extend do the performances of sports teams have an impact on the sponsor's brand with the consumer ? Type de document : Mémoire Auteurs : Antoine ROUQUET, Auteur Année de publication : 2022 Importance : 33 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte office 365 via e bouton connexion en haut de la page. Langues : Anglais (eng) Mots-clés : Management
CONSOMMATEUR ; MARQUE ; SPORTRésumé : The purpose of this research is to analyze the impact of long-term team performance on consumers through their attitude to the brand sponsoring the team and their intention to purchase. Based on previous research conducted, this relationship is analyzed while introducing a moderator which is the congruence or fit between a sponsored team and its sponsor brand. Here, the following question will be studied: To what extent do the performances of sports teams have an impact on the sponsor's brand with the consumer?Quantitative research was design to analyze these effects. Based on a questionnaire designed with Qualtrics.com, 143 responses from several social networks (i.e., Schools, LinkedIn, Facebook,Instagram) were analyzed to confirm or disconfirm four hypotheses. This study confirmed assumptions made, finding that the long-term performance of a team impact positively the consumer’s attitude to the sponsor brand and intention to purchase. Also, these findings suggested a moderating effect of perceived congruence/fit between the team and its sponsor, strengthening the positive effects of long-term team performance on attitude to the brand and intention to purchase. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=566725 PermalinkWhat are the reasons why people buy and are increasingly interested in luxury pastries? / Agathe DUCRON / 2022
PermalinkPermalinkWhat makes brand storytelling effective in luxury retail? Storytelling, sales advisors and luxury consummers in retail. / Carla-Marie DACH / 2022
PermalinkWith the explosion of Green Washing, do consumers still believe in Green Marketing? / Aude HOVASSE / 2022
PermalinkPermalinkComment les influenceurs(euses) de télé-réalités françaises impactent-ils la confiance/consommation de leurs followers sur les réseaux sociaux via le marketing d’influence ? / Prune DELVAS / 2021
PermalinkConsumer reaction to FMCG rebranding How FMCG brand renew their brand to fit the Internet trend? / Tingyu HSU / 2021
PermalinkCorporate Social Responsability and its impacts on reputation, brand image and stakeholder management. / Martin LE CLAIR / 2021
PermalinkLa création de valeur des marques de luxe accessible dans le contexte de la crise sanitaire : le cas des marques de maroquinerie. / Audrey GRAVIER / 2021
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