Mots-clés
Management > GESTION DU MARKETING > POLITIQUE COMMERCIALE > POLITIQUE DE PRODUIT > MARQUE
MARQUESynonyme(s)Logo Extension de marqueVoir aussi |
Documents disponibles dans cette catégorie (936)
![](./images/expand_all.gif)
![](./images/collapse_all.gif)
![Tris disponibles](./images/orderby_az.gif)
Etendre la recherche sur niveau(x) vers le haut et vers le bas
Redefining Retail : 10 Guiding Principles for a Post-Digital World / Philip KOTLER / WILEY PUBLISHING (2024)
![]()
Titre : Redefining Retail : 10 Guiding Principles for a Post-Digital World Type de document : e-book Auteurs : Philip KOTLER, Auteur Editeur : WILEY PUBLISHING Année de publication : 2024 Importance : 313 p. ISBN/ISSN/EAN : 978-1-394-20471-7 Langues : Anglais (eng) Mots-clés : Management
COMMERCE DE DETAIL ; MARQUERésumé : Discover the new realities of working in the post-digital era of consumer brand and retail marketing. In Redefining Retail: 10 Guiding Principles for a Post-Digital World, renowned international marketers Prof. Philip Kotler and Dr. Giuseppe Stigliano deliver a timely and insightful examination of retail and consumer brand marketing. In the book, you'll find practical and concrete techniques for redefining your organisation's internal operations and processes, as well as its business strategy. 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=582038
Titre : Building Corporate Identity, Image and Reputation in the Digital Era Type de document : e-book Editeur : Routledge Année de publication : 2023 Importance : 573 p. ISBN/ISSN/EAN : 978-1-00-038217-4 Langues : Anglais (eng) Mots-clés : Management
MARQUE ; IMAGE DE MARQUERésumé : Brands - corporate, products, service - today are collectively defined by their customers, deriving from personal experiences and word of mouth. This book acts as a forum for examining current and future trends in corporate branding, identity, image and reputation. Recognising the complexity and plurality at the heart of the corporate branding discipline, this book fills a gap in the literature by posing a number of original research questions on the intrinsic nature of corporate branding ideas from corporate (external) and organisation (internal) identity perspectives as they relate to brand management, corporate reputation, marketing communications, social media, smart technology, experiential and sensory marketing. It incorporates current thinking and developments by both multidisciplinary academics and practitioners, combining a comprehensive theoretical foundation with practical insights. The text will serve as an important resource for the marketing, identity and brand practitioners requiring more than anecdotal evidence on the structure and operation of stakeholders communication in different geographical areas. It determines current practices and researches in diverse areas, regions and commercial and non-commercial sectors across the world. The book provides scholars, researchers and postgraduate students in business and marketing with a comprehensive treatment of the nature of relationships between companies, brands and stakeholders in different areas and regions of the world. Nombre d'accès : 1 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=572728
Titre : Can a brand rebuild trust after a scandal ? Type de document : Mémoire Auteurs : BEA NASERI, YVETTE-RITA UYAH, Auteur Année de publication : 2023 Importance : 42 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
CONFIANCE ; MARQUE ; CONSOMMATEURProgramme : MSc Business Development & Clients Grands Comptes Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581880 How has supply chain complexity been evolving since the 2010s, becoming one of the main concerns the luxury industry must deal with? / Mathilde BOULOT / 2023
Titre : How has supply chain complexity been evolving since the 2010s, becoming one of the main concerns the luxury industry must deal with? Type de document : Mémoire Auteurs : Mathilde BOULOT, Auteur Année de publication : 2023 Importance : 32 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
CHAINE LOGISTIQUE ; IMAGE DE MARQUE ; INDUSTRIE DU LUXE SECTEURProgramme : MSc Supply Chain Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581781 To what extent do the physical elements of a jewellery brand's identity distinguish luxury brands from accessible brands ? / Aurélia BARRIOL / 2023
Titre : To what extent do the physical elements of a jewellery brand's identity distinguish luxury brands from accessible brands ? Type de document : Mémoire Auteurs : Aurélia BARRIOL, Auteur Année de publication : 2023 Importance : 33p. 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) Langues originales : Anglais (eng) Mots-clés : Management
MARKETING ACHAT ; INDUSTRIE DU LUXE SECTEUR ; IMAGE DE MARQUERésumé : Colour and typography are the first elements that consumers perceive. They are essential in building the brand image and brand personality of a brand. This is particularly true for jewellery brands. This study aims to show that luxury jewellery brands distoinguish themselves from accessible brands through colour and typography. For this purpose, a qualitative study was conducted. For this study, it was chosen to interview a sample of ten people, all female: women being the majority consumers and priority targets of brands in the jewellery industry. They were asked about their perception of luxury jewellery brands and also about their feelings towards the colour and typography of different jewellery brands. They were presented with five brands: two so-called accessible brands (Pandora, Histoire d'Or) and three luxury brands (Boucheron, Cartier and Tiffany & Co). The purpose of these choices was firstly to compare all the brands, to understand the similarities and differences that these consumers perceive. The second objective was to compare the luxury brands with each other. The three luxury brands chose very different codes, whether in terms of colour (black and white for Boucheron, red for Cartier and blue for Tiffany & Co) or in terms of typography (upper/lower case, script/straight, different thickness of leters, etc.). It was also interesting to compare the adjectives used for the Cartier and Histoire d'Or brands, red being the colour used by these two brands. The results of this study showed that we can confirm hypothesis H1: luxury jewellery brands are distinguished from accessible brands through colour. On the one hand, the colours used by the different luxury brands do not leave one indifferent, unlike the accessible jewellery brands. On the other hand, the adjectives and associations associated with luxury brands are completely different from those of accessible jewellery brands. The words and references used to describe colours for luxury brands are mostly linked to chic, elegance, originality, nobility. As for the accessible jewellery brands, they refer to an impression of déjà vu, which does not stand out. This study also confirmed the H2 hypothesis: luxury jewellery brands are distinguished from accessible brands by their typography. The results are very similar to those reported for colour. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581946 PermalinkBrand extensions in the experience economy era. The trend of luxury fashion brands entering theHospitality world. How does the brand perception of Bulgari Hotels compare to that of Bulgari stores? / Laura GIUSSANI / 2022
PermalinkCelebrity endorsements and their influence on purchase intentions of fast-moving consumer goods: a study to analyse the influence of celebrities in the fmcg industry / Reetam GHOSH / 2022
PermalinkDoes brand image promoted via social media in the sneaker sector impact the loyalty of young consumers (16-25 yo) ? / Charlotte BEDIER / 2022
PermalinkDoes the new alliance between rap music and fashion luxury brands have an influence on consumer buying behavior ? / Gamze SOYLU / 2022
PermalinkPermalinkPermalinkHow can Green IT (Sustainable Technology) help overcome the growing customer trust crisis related to the emergence of the ecological situation? / Najoua LYAKOBY / 2022
PermalinkHow can luxury brands engage in e-commerce while preserving their product scarcity and the premium customer experience? / Sofia FATES / 2022
PermalinkHow can the market for responsible and sustainable clothes be made accessible to the most modest? / Sophie KUBWIMANA / 2022
PermalinkHow do consumers perceive the art-luxury relationship and the societal commitments of luxury houses through artistic foundations? / Perrine GARDIEN / 2022
PermalinkHow do consumers respond to Champagne brand’s adaption of the organic-conversion strategy? / Justine TATANGELO / 2022
PermalinkHow hedonic & utilitarian values affect customer brand engagement in metaverse? / Sudarsan MANOHARAN / 2022
PermalinkHow luxury brands like Chanel and Gucci use influencers on instagram as ambassadors to reach younger targets ? / Arina SVETASHEVA / 2022
PermalinkHow should luxury cosmetic brands emphasize more on their sustainable engagements in order to gain competitive advantage? / Sofia SILVA RODRIGUES / 2022
PermalinkPermalinkPermalinkIn the launch phase, how to boost the visibility of a digital startup with limited financial resources? / Ilyas Mohamad EL HACHIMI / 2022
PermalinkInfluencers and advertising campaigns: the dynamic of the control of the companies and the impact of influencers on the brands / Juanita GUTIERREZ / 2022
PermalinkPermalink
![rss](https://cataloguelibrary.neoma-bs.fr/images/rss.png)
-
59 Rue Taittinger, 51100 Reims
-
00 33 (0)3 26 77 46 15
-
Library Campus Reims
-
1 Rue du Maréchal Juin, BP 215
76825 Mont Saint Aignan cedex -
00 33 (0)2 32 82 58 26
-