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The increasing use of social media and influencer marketing in th luxury sector / Antoine HABAY / 2022
Titre : The increasing use of social media and influencer marketing in th luxury sector Type de document : Mémoire Auteurs : Antoine HABAY, Auteur Année de publication : 2022 Importance : 43 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 la page. Langues : Anglais (eng) Mots-clés : Management
INDUSTRIE DU LUXE SECTEUR ; INFLUENCEUR ; MARKETING DIRECT ; WEBMARKETINGRésumé : Nowadays, society and consumer behavior are changing with the digitalization, especially in the luxury industry where brands must react with digital solutions to adapt to needs and wants of online customers. Digital channels is playing a major role in marketing strategies of luxury brands, especially social media and influencer marketing, to generate customer engagement among new luxury customers. The aim of this study is to have a more accurate vision to understand the reasons for using social media and influencer marketing in the luxury industry from the luxury customers’ point of view justifying the need to use these digital channels as well as identifying effects on customer engagement. The particularity of this study was to interview a specific sample to get concrete results. Indeed, the respondents have all experienced luxury to a certain extent and purchased at least one luxury items and they also use social media in their daily life and interacted at least once with influencer marketing in the luxury area. The twelve in-depth interviews allow to highlight the usage and perception of social media and influencer marketing in purchasing habits as well as the perceived engagement of luxury customers through these digital channels. The results demonstrated the complementary of social media and influencer marketing although luxury customers are more engaged through influencer marketing than luxury brands social media profiles whose effects on customer engagement are behavioral and emotional. The study also put in light that Covid-19 have not increased dramatically the customer engagement on these digital channels. Programme : Global BBA Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=562219 The relative place of museums and big private foundations (Pinault, Vuitton, Cartier…) on contemporary art in Paris: / Clotilde COUTURIER / 2022
Titre : The relative place of museums and big private foundations (Pinault, Vuitton, Cartier…) on contemporary art in Paris: Type de document : Mémoire Auteurs : Clotilde COUTURIER, Auteur Année de publication : 2022 Importance : 39p. 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
ART ; MARKETING DIRECTRésumé : What is contemporary art? The definition of the word contemporary on its own is quite simple: it means “belonging to the present time,” according to the Oxford Learner’s Dictionaries. Once added to art, it tends to complicate things because of the difficulty to draw a consensus on when it officially started. Some say it includes every work of art made after 1945, whereas others claim that it saw the light of day with the emergence of pop art in the 60es (Artsper). Another major issue to define it is the multiple art movements it covers: conceptual art, street art… However, everyone seems to agree on the nature of works themselves: contemporary artists have a true wish to break with the norms of the past and to explore every possibility at their disposal, the main one being the mediums they can use to create. Programme : MSc Cultural & Creative Industries Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=571601 What makes brand storytelling effective in luxury retail? Storytelling, sales advisors and luxury consummers in retail. / Carla-Marie DACH / 2022
Titre : What makes brand storytelling effective in luxury retail? Storytelling, sales advisors and luxury consummers in retail. Type de document : Mémoire Auteurs : Carla-Marie DACH, Auteur Année de publication : 2022 Importance : 30 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 la page. Langues : Anglais (eng) Mots-clés : Management
HISTOIRE ; IMAGE DE MARQUE ; INDUSTRIE DU LUXE SECTEUR ; MARKETING DIRECT ; MARQUERésumé : The marketing strategies of luxury brands are constantly evolving to meet new consumer needs. Is storytelling evolving fast enough to cope with the emergence of the search for experience? Storytelling is a tool that is of great interest to companies and particularly to marketing, sales, and communication experts because of its ability to convey a brand image and, above all, to attract customers. Storytelling is considered a powerful tool to build and maintain a strong brand image through its heritage. Through this dissertation and qualitative study of ten interviewees, all interviewed with a sequence of questions categorized into themes: their consumer profile in relation to storytelling, then their influenceability to see if storytelling has an influence on consumers, and finally their potential desires in terms of dynamic and active experiences other than storytelling. Building on previous academic research, the aim of this thesis is to understand why this tool can be so effective and what its mechanisms of influence are, thus giving the factors of effectiveness of storytelling on consumers, but also to highlight and understand its own limits of effectiveness. Several notions are addressed in this thesis such as identification, emotions, customer relationship, customer loyalty, brand commitment, customer experience. There is a lot of previous research on this topic, but it does not take into account the limitations of passive storytelling, i.e. in-store storytelling told by salespeople. Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564578 Why do French consumers have higher purchase intentions for direct to consumer than for channels with intermediaries when it comes to food? / Chloé MOTTE / 2022
Titre : Why do French consumers have higher purchase intentions for direct to consumer than for channels with intermediaries when it comes to food? Type de document : Mémoire Auteurs : Chloé MOTTE, Auteur Année de publication : 2022 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 la page. Langues : Anglais (eng) Mots-clés : Management
AGRICULTURE ; AGRICULTURE BIOLOGIQUE ; AGRICULTURE SECTEUR ; PLAT CUISINE SECTEUR ; VENTE DIRECTERésumé : When choosing in which way they should sell their products, farmers face a lot of different options including direct to consumer sales through a producer’s markets, some networks like AMAP or a shop within their farm.The purpose of this study is to understand why do French consumers prefer buying food through a direct-to-consumer channel than in a “traditional” one (that is to say with intermediaries) in order to help farmers see if they have the right marketing arguments to launch themselves in direct to consumer selling. The design/methodology/approach is a qualitative study based on 12 in-depth face to face interviews conducted with French consumers from the Morbihan region. The findings are that the 5 main reasons for French to consider direct to consumer channels are their need of traceability, their perception of those products as having a better quality and being animal-welfare-friendly, the ethical and ecological benefits of direct selling and the socialization which happens at the selling points. Those reasons being linked to the form of selling and not to the farm, it means that any farmer can set up a direct to consumer channel and he will automatically achieve those marketing arguments.
The originality/value of this study is the focus on direct to consumers channels vs channels with an intermediary when other studies focus on short circuits or local food vs the rest which is a much broader focus.Programme : MSc Wine & Gastronomy Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564593 Contributions of digitalization on customer experience in physical stores for the sports sector / Romain DE LAMBILLY / 2021
Titre : Contributions of digitalization on customer experience in physical stores for the sports sector Type de document : Mémoire Auteurs : Romain DE LAMBILLY, Auteur Année de publication : 2021 Importance : 27 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
SPORT ; MARKETING EXPERIENTIEL ; VENTE DIRECTERésumé : The interest of this study is to understand the contributions of digitalization on the customer experience in physical stores, in the sports sector. Indeed, digitalization affects all retail sectors today, including the sports sector, thanks to the progressive implementation of in-store technologies aiming at optimizing the consumer experience and, at the same time, the point of sale.
The main results of the study showed that in-store digitalization responds to specific consumer needs, providing benefits during the customer journey: time saving, convenience, information gathering, personalization of the experience and product availability. In-store technologies also deliver a unique, pleasurable, and satisfying experience for the consumer. They stimulate the emotions and hedonistic behavior of the customer who seems eager and curious to live the in-store digitalized experience. However, a part of the population is still suspicious and distrustful of in-store digitalization. This skepticism reflects a lack of perspective and knowledge among consumers, in the face of new technologies that have been implemented to facilitate and revolutionize their in-store experience. Indeed, consumers remain attached to their traditional shopping habits and to the foundations of the physical store, which are for them, human interaction, advice from the salesperson and on-site fitting. Digitalization must therefore be improved to better meet consumer expectations and be even more decisive in the purchase decision. Finally, this study highlights the importance of complementarity and balance between digital and physical in the consumer experience. Consumers want to reconcile the digital and physical experience, i.e., a phygitalization of their shopping experience, to be reassured while benefiting from all the advantages that digital offers today.Programme : PGE-Rouen Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=539246 PermalinkA l’ère du digital, sur un marché où la concurrence est rude et abondante, quelles sont les stratégies marketing digitales utilisées par les Pure Players et comment parviennent-ils à fidéliser leur clientèle ? / Anaëlle PILARD / 2021
PermalinkGeneration Z Marketing and Management in Tourism and Hospitality / Nikolaos STYLOS / SPRINGER INTERNATIONAL PUBLISHING AG (2021)
PermalinkRelationship marketing and digitalization. How relationship marketing can adapt to the digital age? / Céline RENNARD / 2021
PermalinkTo what extent, in-store augmented reality integration by fashion brands can revitalize physical shopping? / Matthieu MARLIN / 2021
PermalinkPermalinkDoes stating that a product is made from specific terroir enhance existancial authenticity ? / Celia PUCCI / 2020
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