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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 Can a brand rebuild trust after a scandal ? / BEA NASERI, YVETTE-RITA UYAH / 2023
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 Body inclusivity: myth or reality? / Eugénie GUIMIER / 2022PermalinkBrand 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 / 2022PermalinkCelebrity 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 / 2022PermalinkDoes brand image promoted via social media in the sneaker sector impact the loyalty of young consumers (16-25 yo) ? / Charlotte BEDIER / 2022PermalinkDoes the new alliance between rap music and fashion luxury brands have an influence on consumer buying behavior ? / Gamze SOYLU / 2022PermalinkEsport & Brand Image / Hubert SALIGUE / 2022PermalinkExploring the Effects of Online Influencers on Company Brand Fit / Jialai REN / 2022PermalinkHow can Green IT (Sustainable Technology) help overcome the growing customer trust crisis related to the emergence of the ecological situation? / Najoua LYAKOBY / 2022PermalinkHow can luxury brands engage in e-commerce while preserving their product scarcity and the premium customer experience? / Sofia FATES / 2022PermalinkHow can the market for responsible and sustainable clothes be made accessible to the most modest? / Sophie KUBWIMANA / 2022PermalinkHow do consumers perceive the art-luxury relationship and the societal commitments of luxury houses through artistic foundations? / Perrine GARDIEN / 2022PermalinkHow do consumers respond to Champagne brand’s adaption of the organic-conversion strategy? / Justine TATANGELO / 2022PermalinkHow hedonic & utilitarian values affect customer brand engagement in metaverse? / Sudarsan MANOHARAN / 2022PermalinkHow luxury brands like Chanel and Gucci use influencers on instagram as ambassadors to reach younger targets ? / Arina SVETASHEVA / 2022PermalinkHow should luxury cosmetic brands emphasize more on their sustainable engagements in order to gain competitive advantage? / Sofia SILVA RODRIGUES / 2022PermalinkHow to implement Memetic Power in Luxury Fashion Communication Strategies? / Marco SALCINI / 2022PermalinkL’impact des influenceuses/eurs sur le choix des consommateurs. / Ulrich LEPAGE / 2022PermalinkIn the launch phase, how to boost the visibility of a digital startup with limited financial resources? / Ilyas Mohamad EL HACHIMI / 2022PermalinkInfluencers and advertising campaigns: the dynamic of the control of the companies and the impact of influencers on the brands / Juanita GUTIERREZ / 2022PermalinkLes marques : hier, aujourd'hui, demain / Marc DRILLECH / FYP EDITIONS (2022)PermalinkMUSIC AND BRANDING STRATEGIES / Mariam OUARDI / 2022PermalinkPermalinkRelationship between the pseudo-Japanese marketing strategy and brand imageperceptionof Genki Forest / Yu Xiao HAN / 2022PermalinkThe impact of co-branding as a promotional method on brand perception in the fashion industry / Anastasiia SHUMIKHINA / 2022PermalinkThe impact of social media on brand associations for sponsors : the case of Formula one / Estelle RANCOURT / 2022PermalinkTo what extend do the performances of sports teams have an impact on the sponsor's brand with the consumer ? / Antoine ROUQUET / 2022PermalinkWhat are gamers' perceptions of luxury brands and video games collaborating? / Sarah WALSH / 2022PermalinkWhat is the impact of pop-up stores on the image of fashion luxury brands? / Lisa BERREBI / 2022PermalinkWhat makes brand storytelling effective in luxury retail? Storytelling, sales advisors and luxury consummers in retail. / Carla-Marie DACH / 2022PermalinkWith the explosion of Green Washing, do consumers still believe in Green Marketing? / Aude HOVASSE / 2022PermalinkAre consumers annoyed by too many luxury collaborations ? / Alexandre DEMEURE / 2021PermalinkComment 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 / 2021PermalinkConsumer reaction to FMCG rebranding How FMCG brand renew their brand to fit the Internet trend? / Tingyu HSU / 2021PermalinkCorporate Social Responsability and its impacts on reputation, brand image and stakeholder management. / Martin LE CLAIR / 2021PermalinkLa création de valeur des marques de luxe accessible dans le contexte de la crise sanitaire : le cas des marques de maroquinerie. / Audrey GRAVIER / 2021PermalinkEffects of integrating Mobile Augmented Reality on the perceived brand experience and brand attitude. The case of the furniture industry. / Héléna DIJON / 2021PermalinkFrench Gen Z and Millennials’ behaviour towards the environmental strategies of champagne brands Champagne brands and their environmental strategies: what effects on French Millennials and Gen Z's behaviour? / Eléonore BUTTIN / 2021PermalinkHow can brands use ‘gender fluidity’ to redefine beauty for the male consumer group? / Jiayi LI / 2021PermalinkHow did spirits brands impact cocktail consumption and culture through brand ambassadors? / Bastien MICHAUD / 2021PermalinkHow sustainability and sustainable practices, implemented by some luxury fashion brands, may have an impact (positive or negative) on French consumers' willingness to pay? / Juliette FAURE / 2021Permalink"How to counterfeiting modifies buying behavior in terms of experience and brand relationship" ? / Jean FUSIER / 2021PermalinkL’impact de la gamification sur l’image de marque d’une enseigne dans le secteur de la beauté / Valentine VERCASSON / 2021PermalinkInlcusion and diversity in doll toy industry - How far should the doll toy industry be focused on diversity and inclusion-oriented products for enhancing customer brand experience? / Glennys Margarita PARRA NIETO / 2021PermalinkLuxury brands communication about heritage on instagram and Tiktok. How to communicate the notion of heritage from luxury brands on social networks: Comparative analysis of Instagram and TikTok. / Gabrielle CHARTIER / 2021PermalinkMarketing d’influence et Marques de Sport / Alexis GOSSET / 2021Permalink
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