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Big Data dans le marketing, est-ce un outil au service d'un département ou une nouvelle fonction dans l'entreprise ? Big Data & Gamification / Max JUNOD / 2018
Titre : Big Data dans le marketing, est-ce un outil au service d'un département ou une nouvelle fonction dans l'entreprise ? Big Data & Gamification Type de document : Mémoire Auteurs : Max JUNOD Année de publication : 2018 Importance : 29 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
BANQUE DE DONNEES ; GESTION DU MARKETINGRésumé : Ce seminar paper traite la problématique suivante : Big Data dans le marketing, est-ce un outil au service d'un département ou une nouvelle fonction dans l'entreprise ? Note de contenu : Annexes (4 p.) Programme : PGE-Rouen Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=484738 Digital 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
Titre : Digital 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? Type de document : Mémoire Auteurs : Nathalie EL HAWA 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
INTERNET ; INFLUENCEUR ; GESTION DU MARKETING ; MARQUERésumé : With the digital revolution the world faces since the creation of the Internet, social media became the new mean of interaction between people and digital influencers emerged. They have such a power of influence over the perception and the behavior of their community that brands consider them as the new best channel to reach people. As a result, Influencer Marketing has become a very powerful communication tool for brands, but to what extent? To answer that question, secondary research was collected (literature review) and a case study was done. The company that has been chosen is Brand and Celebrities, an Influencer Marketing platform, and a former employee that continues to work with the company as a Freelance Consultant today was interviewed. All those information combined give us a better understanding of the power of Influencer Marketing as a communication tool for brands, and of a better understanding of its risks, if not used correctly. Programme : PGE-Rouen Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=484764
Titre : Disruptive marketing: a new vector of value creation for companies Type de document : Mémoire Auteurs : Quentin GUYON, Auteur Année de publication : 2018 Importance : 44 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
TECHNOLOGIE DE RUPTURE ; GESTION DU MARKETING ; MARQUE ; PUBLICITERésumé : This study has been focused on the following subject: “How disruptive marketing can influence brand awareness and lead to value creation for companies which develop this approach?” The purpose was to analyze the impact that the disruptive marketing approach may have on the brand awareness and by extension, on the value that could be created thanks to this approach. The first part of this study is mainly defining the key concepts that have been used in this study (disruptive marketing, brand awareness, brand loyalty, and value). Each concept is defined according to various academic sources. The second part is describing the different characteristics of this study: definition of subject, research question, working hypothesis (disruptive marketing is/is not creating value), scope of the research and the methodology used (population, way of collecting data, approach used).A small part is introducing the ad that has been used during the questionnaire to analyse the impact of disruptive marketing. This ad has been used by United Colors of Benetton. It has been used because a contrast exists between the visual (that can be interpreted as offensive) and the message (that is promoting peace and unity).Then the study is cut into 3 different parts:
- the first one is mainly focused on the brand awareness (the difference between persistence and transcience, the impact on the brand awareness and the perception of the message by the respondents.
- The second part is about the consumption habits and the brand loyalty that come from the brand awareness generated by disruptive marketing. In this part, the effect of the message behind the ad is analysed (before and after the explanation of this latter).
- The third part is analysing the value that is generated for United Colors of Benetton thanks to the disruptive marketing. Two types of values are analysed: the financial and the emotional. Finally, the conclusion is summarising the impact of the disruptive marketing approach and confirms the hypothesis that the disruptive marketing approach can generate brand awareness and leads to value creation for United Colors of Benetton. The conclusion is also developing the idea of “disruptive cursor”, explaining that disruptive marketing should be carefully used and not be too light nor too strong. Finally, the conclusion is including some themes that may be covered by futures studies.Note de contenu : MSc in Marketing French Excellence Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=503026 Génération Y en France : Hiérarchisation des offres alimentaires biologiques et françaises / Juliette PELLETIER / 2018
Titre : Génération Y en France : Hiérarchisation des offres alimentaires biologiques et françaises Type de document : Mémoire Auteurs : Juliette PELLETIER Année de publication : 2018 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 : Français (fre) Mots-clés : Management
JEUNE ; GESTION DU MARKETING ; AGRICULTURE BIOLOGIQUE ; COMPORTEMENT DU CONSOMMATEUR ; AGROALIMENTAIRE SECTEURRésumé : Ce seminar paper apporte un éclairage sur le comportement alimentaire de la génération Y (1980-2000). Plusieurs études ont montré des changements dans la structuration des repas, mais aucune étude spécifique n’a été effectué sur les nouvelles tendances en termes d’aliments consommés. La génération Y souhaite aujourd’hui s’engager dans une consommation alimentaire durable. L’objet de cette étude est de se pencher sur la manière dont les individus hiérarchisent les offres suivantes : les produits issus de l’agriculture biologiques et de l’agriculture biologique Française. Nous avons mené une étude quantitative auprès de 74 individus (hommes et femmes), âgés de 18 à 38 ans, via la soumission d’un questionnaire en ligne. Les résultats affirment que la génération Y est sensible aux enjeux environnementaux et au « Made in France », et montre également que cela se traduit dans le choix du magasin fréquenté mais également dans les achats alimentaires. Elle prouve que lorsqu’un individu est exposé à deux offres, l’une biologique et l’autre biologique Française, son évaluation est positive. Toutefois, il privilégiera l’offre issue de l’agriculture biologique Française. En effet, les individus interrogés ont montré un réel intérêt et une intention d’achat plus forte sur l’offre biologique française, montrant ainsi que la caution « Made in France » apporte de la valeur à la caution « issue de l’agriculture biologique ». Programme : PGE-Rouen Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=485220 How do incentives and customer characteristics affect crowdsourcing participation in the video game industry? / Agathe BOUDINEAU / 2018
Titre : How do incentives and customer characteristics affect crowdsourcing participation in the video game industry? : An exploratory research of French gamers Type de document : Mémoire Auteurs : Agathe BOUDINEAU, Auteur Année de publication : 2018 Importance : 56 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 PARTICIPATIF ; JEU ; TECHNOLOGIE ; INDUSTRIE CULTURELLE SECTEUR ; COMPORTEMENT DU CONSOMMATEURRésumé : Crowdsourcing projects have seen themselves grow more and more in the recent years. Alongside this rising interest for these types of projects, research about this new method of realizing projects is also increasing. Crowdsourcing projects have also made their way towards the video games industry, and little research is known about this practice in this industry. Even though research has been done about gamers and their behaviours when playing video games and the relation with their personality, little has been done about their motivations towards crowdsourcing projects in relation with their personality and the incentives offered.The purpose of this research study is to offer the beginning of an answer towards the relationship between personality, motivations, incentives and crowdsourcing projects. It offers an overview of the results of the empirical research towards this aspect and try to answer the question of what motivates players to participate in crowdsourcing projects.As mentioned before, the method of data gathering was empirical, and the research was done with four French players. Indeed, the body of knowledge on crowdsourcing is missing empirical data about the motivations of gamers to participate to crowdsourcing projects and how they are motivated by incentives. What was found through this research is that the current body of knowledge towards players motivations to play video games is not complete. Gamers are much more complex than what literature is telling us, and their motivations are changing depending on their moods and the games they are playing. Concerning the incentives, this study helped discovered that financial incentives are not what motivates players to participate to crowdsourcing projects, but actual social interaction and meeting / discussing with developers, as well as exclusive in-game items. This discovery can help video games studios to come up with projects and incentives which are attracting gamers, and to know which ones are making them willing to participate to these projects depending on their gaming personality type. Note de contenu : MSC IN MARKETING FRENCH EXCELLENCE 2018: Bibliogr: 30 p. Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=503031 Impact of football and the Euro 2016 on the customer’s experience and on the image of brands and athletes / Mathilde COTTARD / 2018
PermalinkManagement and Marketing of Wine Tourism Business / Mariana SIGALA / New York : PALGRAVE MACMILLAN (2018)
PermalinkLe Marketing genré imposé aux enfants dans les catalogues de jouets reflète-t-il la réalité de leurs préférences en matière de jeux ainsi que leur vision du féminin et du masculin ? / Marilou BEAU / 2018
PermalinkPermalinkPermalinkWhat are the best practices when doing advertising to Best-Agers in the Beauty Industry, comparing to Millennials? / Bérengère SEGUIN / 2018
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