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POLITIQUE DE PRODUITSynonyme(s)Chef de produitVoir aussi |
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Brand Transformation: Transforming Firm Performance by Disruptive, Pragmatic and Achievable Brand Strategy / Keith GLANFIELD / ROUTLEDGE. TAYLOR & FRANCIS GROUP (2018)
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Titre : Brand Transformation: Transforming Firm Performance by Disruptive, Pragmatic and Achievable Brand Strategy Type de document : e-book Auteurs : Keith GLANFIELD, Auteur Editeur : ROUTLEDGE. TAYLOR & FRANCIS GROUP Année de publication : 2018 Importance : 230 p. Langues : Anglais (eng) Mots-clés : Management
DISTRIBUTION ; IMAGE DE MARQUE ; MARKETING ACHATRésumé : This radical new textbook combines best practice, research and theory to teach how to accelerate a firm's branding performance, without disrupting and derailing day-to-day business. It demonstrates how to make practical "best-fit" changes to a firm's branding by implementing commercially feasible branding activity to achieve commercial results. Structured around a brand transformation template, Brand Transformation demonstrates how to make pragmatic changes to branding by implementing improvements to six critical Nombre d'accès : Illimité 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=535209 Building brand equity through customer satisfaction in the luxury clothing industry / Katerina TSIHLAS / 2018
Titre : Building brand equity through customer satisfaction in the luxury clothing industry Type de document : Mémoire Auteurs : Katerina TSIHLAS Année de publication : 2018 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
IMAGE DE MARQUE ; INDUSTRIE DU LUXE SECTEUR ; HABILLEMENT SECTEUR ; COMMERCE DE DETAILRésumé : The goal of this research is to study the correlation between customer satisfaction and brand equity for high end clothing brands. As the economy has made retailers struggle to keep customers in their stores, Marketing managers must learn to leverage any metric they have at their disposal. Brand image is essential for luxury brands, but they need understand the underlying patterns in customer satisfaction. Note de contenu : Bibliogr. p. 23-25 Programme : PGE-Rouen Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=485330
Titre : Calorie information and consumer choice: the case of organic food : The impact of calorie information on quality perception, willingness to pay and purchase intention for organic food products Type de document : Mémoire Auteurs : Alice FROMENT, Auteur Année de publication : 2018 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 : Anglais (eng) Mots-clés : Management
AGRICULTURE BIOLOGIQUE ; LABEL DE QUALITE ; INFORMATION DU CONSOMMATEURRésumé : This paper will explore the impact that calorie information has on the quality perception, willingness to pay and purchase intention of organic food products.
First, this paper will analyse the process of consumer evaluation and decision making process when buying food products: the cues consumers use to make their choice easy, and the external factors that could influence product evaluation and decision making.
Afterwards it will explain and analyse how consumers react to calorie information on food packaging. This section will discuss the impact of marketing on calorie evaluation as well as consumers’ motivations to buy low-calorie food.
Following, the paper will look in-depth on the dual motivations that generally drive people when they purchase organic food: an improvement of health as well as a commitment to sustainability and the environment. It will also examine the perceived benefits people hold towards organic produce and their willingness to pay in accordance with this perception.
Finally, a study was conducted on a total sample of 111 respondents. They were asked several general questions about their purchasing behaviour when it comes to low-calorie and/or organic food. The results have shown that the quality perception, willingness to pay and purchase intention were generally higher, but not significantly, for the product with both organic and low-fat labels.Note de contenu : Bibliogr. 26-28 Programme : PGE-Reims Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=485069
Titre : Calories information and consumer choice : Liking, understanding and use of simplified nutritional labels on packaged food and their impact on consumers’ choices Type de document : Mémoire Auteurs : Mathilde BAAS, Auteur Année de publication : 2018 Importance : 17 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
COMPORTEMENT DU CONSOMMATEUR ; INFORMATION DU CONSOMMATEUR ; LABEL DE QUALITERésumé : Based on a search of databases academic publications and an online survey directed to a range of 94 consumers, the aim of this study was to review research about consumers’ perception, liking and use of nutritional labelling in grocery stores. The questions of the survey were asked in a way to identify individuals habits of consumption in order to offer the most consistent and accurate labels according to their preferences and use. The data were processed using the SPSS system to identify key findings and common thing among all the answers. The paper shows a wide interest of individuals for nutritional labels, especially from women who tend to use more the information provided, though this interest varies depending on situation and products. It stands out that consumers like the idea of simplified images or colour-coding systems present in the front of package that can help them understand quickly the relevant information they can use for determining the healthiest alternative among a wide range of various products. However, this study does not provide enough information about how consumers use labels in real-world shopping situations and if the information provided will be used in the long-term and will impact durably consumers’ habits. Note de contenu : Bibliogr. p.16-17 Programme : PGE-Reims Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=485047
Titre : Cassez la baraque ! Type de document : e-book Auteurs : Gary VAYNERCHUK Mention d'édition : 2d éd. Editeur : PEARSON FRANCE Année de publication : 2018 Importance : 232 p. ISBN/ISSN/EAN : 978-2-326-05641-1 Langues : Français (fre) Mots-clés : Management
ENTREPRENEURIAT ; IMAGE DE MARQUE ; INTERNET ; WEBMARKETINGRésumé : Serial entrepreneur hyper-médiatique, Gary Vaynerchuk s'appuie sur son expérience personnelle et sur ses rencontres pour démontrer comment développer sa marque personnelle sur Internet et transformer sa passion en gagne-pain. Nombre d'accès : 2 En ligne : http://www.vlebooks.com/vleweb/product/openreader?id=Neoma&accId=9169105&isbn=97 [...] Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=506743 PermalinkComment une entreprise contemporaine peut-elle acquérir rapidement une forte image de marque auprès de ses consommateurs ? / Julian CHAVANNE / 2018
PermalinkPermalinkPermalinkPermalinkDigital and social media : To what extent has Influencer Marketing become a very powerful communication tool for brands thanks to the development of digital and social media? / Nathalie EL HAWA / 2018
PermalinkPermalinkDoes the presence of organic labelling influence consumers’ purchase intention? / Margaux BENOIT / 2018
PermalinkPermalinkPermalinkPermalinkPermalinkPermalinkPermalinkPermalinkPermalinkHow can video branded-content be shaped to increase brand engagement on YouTube? / Adèle SCHWANNER / 2018
PermalinkHow does the digital and social networks advent represent a lever for small emerging brands in the 21st century ? Study of Sézane, a digital-native brand / Adélaïde GARNIER / 2018
PermalinkHow to improve the impact of calorie information to efficiently change food choices? / Marie CURIEN / 2018
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