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Documents disponibles dans cette catégorie (936)
Paid attention / Faris YAKOB / Kogan Page (2015)
Titre : Paid attention : innovative advertising for a digital world Type de document : Livre Auteurs : Faris YAKOB, Auteur Mention d'édition : 1st Edition. Editeur : Kogan Page Année de publication : 2015 Importance : xv; 200 p. ISBN/ISSN/EAN : 978-0-7494-7360-0 Prix : 30 EUR Note générale : Bibliogr. p. 192-194. Index. Langues : Anglais (eng) Mots-clés : Management
PUBLICITE ; MARQUE ; IMAGE DE MARQUERésumé : "Rapid changes in communication technologies shifted the media environment from one of scarcity to one characterized by abundance. Advertisers are paying more and more money to reach fewer and fewer people, as audiences consume endless streams of content across different platforms. When you can no longer buy enough attention for advertising to remain efficient -- how do brands respond?Spanning communication theory, neuroscience, creativity and innovation, media history, popular culture, branding, and emerging technologies, Paid Attention explores how ideas move people and how advertising can and should change in response to changes in the communication landscape.Topics covered include: a critical look at market research, modern theories of communication, the vanishing difference between content, media, and advertising, what ideas are and how to get them, and the future of advertising. "-- "Spanning communication theory, neuroscience, creativity and innovation, media history, branding and emerging technologies, Paid Attention explores how ideas move people and how advertising can and should change in response to changes in the communications landscape. A modern model for how brands operate and innovate in the evolving market for ideas, it contains both beliefs that can guide behaviour and practical tools and examples to help account planners and strategists in their jobs and careers. Paid Attention provides a framework for brands and market research based on the emerging context of behavioural economics. It references a wide body of theory and praxis, from neuroscience, advertising research, behavioural economics, psychology, sociology, technology and even science fiction. Mapping advertising to a wider analysis of culture, it appeals to media scholars and anyone interested in today's media-saturated culture"-- Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=157843 Exemplaires(1)
Code-barres Cote Support Localisation Section Disponibilité 050300 659.1/YAK Livre Library Campus de Reims Salle de lecture Disponible Petit manuel d'intelligence économique au quotidien / Pierre MONGIN / PARIS : DUNOD (2015)
Titre : Petit manuel d'intelligence économique au quotidien : Gérer ses données à l'ère de Big Brother Type de document : Livre Auteurs : Pierre MONGIN ; Franck TOGNINI Mention d'édition : 2e éd. Editeur : PARIS : DUNOD Année de publication : 2015 Importance : 204 p. Présentation : ill. ISBN/ISSN/EAN : 978-2-10-072575-5 Prix : 16.90 EUR Langues : Français (fre) Mots-clés : Management
INTELLIGENCE ECONOMIQUE ; INTERNET ; IMAGE DE MARQUE ; VEILLE STRATEGIQUE ; INNOVATION ; RESSOURCE ; INFORMATION ; SECURITE INFORMATIQUEIndex. décimale : 113.75 INTELLIGENCE ECONOMIQUE Résumé : Les auteurs livrent leurs conseils pour mieux gérer des situations quotidiennes qui sont autant d'occasions d'obtenir ou de se faire voler de l'information. Ils vous explique comment organiser une veille efficace et mieux utiliser les outils de recherche, de veille ou de curation. Note de contenu : Bibliogr. p. 203 Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=113516 Exemplaires(2)
Code-barres Cote Support Localisation Section Disponibilité 046930 658.47/MON Livre Library Campus de Reims Salle de lecture Disponible J4386 113.75 MON Livre Library Campus de Rouen Salle de lecture Disponible Rethinking prestige branding / Wolfgang SCHAEFER / Kogan Page (2015)
Titre : Rethinking prestige branding : secrets of the ueber-brands Type de document : Livre Auteurs : Wolfgang SCHAEFER, Auteur ; J. P. KUEHLWEIN, Auteur Editeur : Kogan Page Année de publication : 2015 Importance : XIV; 254 p. ISBN/ISSN/EAN : 978-0-7494-7003-6 Prix : 45 EUR Note générale : Bibliogr. p.237-245. Index. Langues : Anglais (eng) Mots-clés : Management
MARQUE ; IMAGE DE MARQUE ; MARKETING STRATEGIQUERésumé : "What makes someone do and pay anything to clinch a Kelly bag? Why are Cirque Du Soleil or Grey Goose so successful despite breaking all the conventions of their industries? What does Gucci's approach to marketing have in common with Nespresso's?Rethinking Prestige Branding uncovers the formula for what drives the success of great luxury brands. The book offers a behind-the-scenes look into not just the practical marketing of brands, but how consumers respond to them psychologically and emotionally.With insights from interviews with 50 premium brand experts and over 100 case studies, this book will fascinate the marketing professional just as much as those who are simply curious about how premium brands tick. "-- "What makes someone covet a Kelly bag? Why are Cirque Du Soleil or Grey Goose so successful despite breaking all the conventions of their categories? What does Gucci's approach to marketing have in common with Nespresso's? And why do some people pay a relative fortune for Renova toilet paper or Aesop detergent even though they hardly ever 'advertise' and seem to have none of the 'functional performance advantages' conventional marketers would seek to demonstrate? Prestige brand experts JP Kuehlwein and Wolfgang Schaefer have dedicated themselves to studying what drives the success of prestige brands. Rethinking Prestige Branding collects their insights. Uncovering the secrets of why and how some brands are created more equal than others, Rethinking Prestige Branding includes over 100 case studies from Apple and Abercrombie & Fitch to Tate Modern and Tesla. Rather than re-telling brand success stories or re-hashing long-standing marketing principles, it takes readers on a colourful journey behind the scenes of today's marketing pros. This book will fascinate the marketing professional just as much as those who are simply curious as to how premium brands tick"-- Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=157043 Exemplaires(1)
Code-barres Cote Support Localisation Section Disponibilité 048323 658.82/SCH Livre Library Campus de Reims Salle de lecture Disponible La société des marques / Denis GANCEL / PAROLE ET SILENCE EDITIONS (2015)
Titre : La société des marques Type de document : Livre Auteurs : Denis GANCEL, ; Gilles DELERIS, ; Hervé De VAUBLANC, Préfacier, etc. Editeur : PAROLE ET SILENCE EDITIONS Année de publication : 2015 Importance : 234 p. Présentation : ill. ISBN/ISSN/EAN : 978-2-88918-211-4 Prix : 22 EUR Langues : Français (fre) Mots-clés : Management
IMAGE DE MARQUE ; MARQUEIndex. décimale : 121.92 MARQUE Résumé : Si les marques incarnent la société d’aujourd’hui, font-elles pour autant société ? Quelle part prennent-elles à la croissance et à la création de valeur ? Quel modèle de développement incarnent-elles ? Comment façonnent-elles notre rapport à nos environnements, à l’espace public, au monde ? Autant de questions auxquelles cet ouvrage tente de répondre. Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=112556 Exemplaires(3)
Code-barres Cote Support Localisation Section Disponibilité 047881 658.827/SOC Livre Library Campus de Reims Salle de lecture Disponible J2840 121.92 GAN Livre Library Campus de Rouen Salle de lecture Disponible J4242 121.92 GAN Livre Library Campus de Rouen Salle de lecture Disponible Spike your barnd ROI / Adele CEHRS / JOSSEY-BASS (2015)
Titre : Spike your barnd ROI : how to maximize reputation and get results Type de document : Livre Auteurs : Adele CEHRS, Auteur Editeur : JOSSEY-BASS Année de publication : 2015 Importance : XIV; 224 p. ISBN/ISSN/EAN : 978-1-118-97666-1 Prix : 33 EUR Note générale : Bibliogr. p.207-215. Index. Langues : Anglais (eng) Mots-clés : Management
MARKETING STRATEGIQUE ; MARQUE ; IMAGE DE MARQUE ; ROIRésumé : ncrease ROI through more effective brand marketing According to CMO.com, we are exposed to more than 5,000 brand messages each day. Marketers call this creating engagement," and each comment, share, or re-tweet is supposed to be a win. But is this deluge of content really working to shift perception, change behavior, or sell products? The truth is, only 5% of people say that social media has a profound effect on their purchasing decisions. Moreover, only 2.7% of people are willing to stick their neck out on the line to recommend your brand via social media, a factor known as social risk.
In SPIKE Your Brand ROI, public relations maven Adele Cehrs shares her strategy for effective engagement: it s all about timing. This book will teach you how to recognize, anticipate, or even create a SPIKE a Sudden Point of Interest that Kick-starts Exposure. This is your opportunity to reach people when they are primed to hear your message, and your brand is most relevant to their lives.
Based on the author s actual engagements with clients like Yum Brands, Lockheed Martin, DuPont, and more, this practical guide outlines a new, pragmatic approach that will enable you to: * Learn to recognize brand patterns that are driven by audience interests and outside events * Focus your energy, resources, and money when your brand is top-of-mind * Decrease your marketing spend while increasing your bottom-line benefits * Maximize benefits or mitigate damage by anticipating when your company, association, or nonprofit is going to be in the spotlight * Retool traditional word-of-mouth initiatives for optimum results
With Adele Cehrs' proven methodology, you can turn a SPIKE into a strategic platform from which to improve results, build respect, and boost your ROI.
Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=156906 Exemplaires(1)
Code-barres Cote Support Localisation Section Disponibilité 048340 658.82/CEH Livre Library Campus de Reims Salle de lecture Disponible The brand challenge / Kartikeya KOMPELLA / Kogan Page (2015)PermalinkThe Road To Luxury: The Evolution, Markets and Strategies of Luxury Brand Management / Ashok SOM / Chichester (GB) : JOHN WILEY & SONS (2015)PermalinkVery bad buzz / Marie MUZARD / EYROLLES (2015)PermalinkWhat is a 21st century brand? / Nick KENDALL / Kogan Page (2015)PermalinkAaker on branding / David A. AAKER / MORGAN JAMES PUBLISHING (2014)PermalinkB to B branding / Philippe MALAVAL / Bruxelles : DE BOECK (2014)PermalinkLe big bang des idées / Brice AUCKENTHALER / Bluffy : KAWA (2014)PermalinkPermalinkBrand famous / Linzi BOYD / CAPSTONE PUBLISHING (2014)PermalinkPermalink
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