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The Wiley Blackwell encyclopedia of consumption and consumer studies / Daniel Thomas COOK ; J. Michael RYAN / Oxford : WILEY-BLACKWELL (2015)
Titre : The Wiley Blackwell encyclopedia of consumption and consumer studies Type de document : Livre Auteurs : Daniel Thomas COOK, Éditeur scientifique ; J. Michael RYAN, Éditeur scientifique Editeur : Oxford : WILEY-BLACKWELL Année de publication : 2015 Importance : XXVIII; 612 p. ISBN/ISSN/EAN : 978-0-470-67284-6 Prix : 160 EUR Note générale : Index. Langues : Anglais (eng) Mots-clés : Management
CONSOMMATION ; COMPORTEMENT DU CONSOMMATEUR ; PUBLICITERésumé : "With entries detailing key concepts, persons, and approaches, The Wiley Blackwell Encyclopedia of Consumption and Consumer Studies provides definitive coverage of a field that has grown dramatically in scope and popularity around the world over the last two decades. Includes over 200 A-Z entries varying in length from 500 to 5,000 words, with a list of suggested readings for each entry and cross-references, as well as a lexicon by category, a timeline, and an introduction by the co-editors Brings together the latest research and theories in the field from international contributors across a range of disciplines, from sociology, cultural studies, and advertising to anthropology, business, and consumer behavior Assembles clear and concise expert information for scholars, researchers, and students at all levels Available as an online platform with interactive cross-referencing links and powerful searching and browsing capabilities within the work and across Wiley's comprehensive online reference collection or as a single volume in print "-- "Provides definitive coverage of consumer studies with entries that define and explain key concepts, persons, and approaches"-- Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=159007 Exemplaires(1)
Code-barres Cote Support Localisation Section Disponibilité 050763 658.834/COO Livre Library Campus de Reims Salle de lecture Disponible
Titre : What is a 21st century brand? : new thinking from the next generation of advertising leaders Type de document : Livre Auteurs : Nick KENDALL, Auteur Editeur : Kogan Page Année de publication : 2015 Importance : xiii, 416 p. ISBN/ISSN/EAN : 978-0-7494-7262-7 Prix : 60 EUR Note générale : Index. Langues : Anglais (eng) Mots-clés : Management
MARQUE ; PUBLICITERésumé : "The Excellence Diploma is a rigorous twelve-month program designed by the Institute of Practitioners in Advertising (IPA)-the professional body for advertising, media, and marketing communications agencies in the UK-for practitioners fascinated by brands. It is their most prestigious qualification and is known as the "MBA of brands." The culmination of the course is a 5,000-7,000 word essay that focuses on the future of brands and brand communications. What is a 21st Century Brand? is not just a collection of the best essays from the last ten years (since the beginning of the program), it also allows the authors, who have gone on to have successful careers at agencies such as Saatchi & Saatchi, Ogilvy & Mather, and BBDO, to come back and analyze and comment on their original thesis in light of what they know now. It also includes new writing from leading industry thinkers including Stephen Woodford, Chairman at Lexus, and David Wilding, Director of Planning at Twitter UK.With a focus on challenging the status quo, the book asks us to question how we perceive brands, how to build them and, most of all, how to make them better. Consisting of 21 essays, What is a Brand? sets out to answer the eponymous question in order to sensibly define what kind of brand idea we need, how to engage people and how the agency business should be organized to deliver it"-- "What is a 21st Century Brand? celebrates 10 years of the IPA Excellence Diploma, showcasing the very best talent and thought leadership from the past decade. Edited by Nick Kendall and produced in partnership with the IPA, the book features original papers from the diploma, fresh analysis of their work by the delegates themselves and new writing from leading industry thinkers including Mark Earls, Stephen Woodford, David Wilding and Ian Priest. With a focus on challenging the status quo, the book asks us to question how we perceive brands, how to build them and, most of all, how to make them better. Consisting of 21 essays, or provocations, What is a 21st Century Brand? sets out to answer the eponymous question in order to sensibly define what kind of brand idea we need, how to engage people and how the agency business should be organised to deliver it. With contributions from past candidates now at agencies such as Agency Republic, The Bakery, BBDO, BBH, DDB, Karmarama, MEC, Naked Communications, Saatchi and Saatchi and Ogilvy and Mather, it covers cutting-edge thinking across all areas of advertising and highlights that today's most successful agencies and advertisers are those who are embracing the changes to how the average person consumes content, looking to the future and constantly striving to increase their level of professionalism. By providing insight from multiple perspectives, it is ideal for advertising professionals and planners wishing to further understand brands to advance their careers"-- Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=159575 Exemplaires(1)
Code-barres Cote Support Localisation Section Disponibilité 055065 658.82/KEN Livre Library Campus de Reims Salle de lecture Disponible
Titre : Youthnation : Building remarkable brands in a youth-driven culture Type de document : Livre Auteurs : Matt BRITTON, Auteur Editeur : John Wiley & Sons Année de publication : 2015 Importance : xxv, 292 p. ISBN/ISSN/EAN : 978-1-118-98114-6 Prix : 22 EUR Langues : Anglais (eng) Mots-clés : Management
MARKETING DIRECT ; PUBLICITE ; JEUNERésumé : Youth is no longer an age? It's a commodity. 'YouthNation' is an indispensable brand roadmap to the youth-driven economy. Exploring the idea that youth is no longer an age, it's a commodity that's available to everyone. This book shows what it takes to stay connected, agile, authentic, and relevant in today's marketplace. Readers will learn the ins and outs of the new consumer, and the tools, methods, and techniques that ensure brand survival in the age of perpetual youth. Coverage includes marketing in a post-demographic world, crafting the story of the brand, building engaged communities, creating experiences that inspire loyalty and evangelism, and the cutting-edge tricks that help businesses large and small harness the enormous power of youth. The old marketing models are over, and the status quo is dead. Businesses today have to embody the ideals of youth culture in order to succeed, by tapping the new and rapidly evolving resources in business and in life. When everything is changing at the pace of a teenager's attention span, how do businesses future-fit for long-term success? This book provides a plan, and the thoughts, strategies, and brass tacks advice for putting it into action. Use New-Gen psychographics to target markets. Build stronger evangelism with a compelling brand narrative. Create loyal communities with immersive and engaging experiences. Navigate the radically-changed landscape of the future marketplace. In today's hyper-socialized, Facebook fanatic, selfie-obsessed world, youth is the primary driver of business and culture. Smart companies are looking to tap into the fountain of youth, and the others are sinking fast. 'YouthNation' is a roadmap to brand relevancy in the new economy, giving businesses turn-by-turn direction to their market destination. Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=157449 Exemplaires(1)
Code-barres Cote Support Localisation Section Disponibilité 048783 658.827/BRI Livre Library Campus de Reims Salle de lecture Disponible
Titre : Advertising transformed : the new rules for the digital age Type de document : e-book Auteurs : Fons VAN DICK Editeur : Londres : KOGAN PAGE Année de publication : 2014 Importance : xxiv, 170 pages ISBN/ISSN/EAN : 978-0-7494-7149-1 Langues : Anglais (eng) Mots-clés : Management
PUBLICITERésumé : Guide des bonnes pratiques publicitaire spécialement à l'heure de la communication digitale. Nombre d'accès : 2 En ligne : http://www.vlebooks.com/vleweb/product/openreader?id=Neoma&accId=9169105&isbn=97 [...] Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=112957
Titre : Brand famous : how to get everyone talking about your business Type de document : Livre Auteurs : Linzi BOYD, Auteur Editeur : CAPSTONE PUBLISHING Année de publication : 2014 Importance : 287 p. ISBN/ISSN/EAN : 978-0-85708-490-3 Prix : 22 EUR Langues : Anglais (eng) Mots-clés : Management
MARKETING STRATEGIQUE ; IMAGE DE MARQUE ; MARQUE ; PUBLICITE ; PLANIFICATION STRATEGIQUERésumé : Make your business a house-hold nameHave you ever noticed how there are so many people, so many brands, so many products and so many business ideas all trying to be famous? Well, the fact is branding is everything. To get your service, product or personal brand standing out from the crowd, you will need an effective branding strategy. And that's what Brand Famous helps you achieve. Written by Linzi Boyd, a savvy entrepreneurial branding guru whose glamorous PR agency helped brands and personas such as Pringle, Rita Ora, Selfridges and Superdry hit the big time, this book outlines a winning formula for success, from idea to execution, along with hidden branding secrets, practical tips and real life examples. Discover what branding tactics will actually make your business or product a desirable, recognisable brand Learn how to maximize 'new school' branding approaches for today's consumer world Gain insights on common mistakes to avoid when building your brand Get insights from some of Linzi's recent PR campaigns from top fashion and music brands Learn the five-step process required to achieve stand out status. Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=155495 Autre formatExemplaires(1)
Code-barres Cote Support Localisation Section Disponibilité 044627 658.827/BOY Livre Library Campus de Reims Salle de lecture Disponible PermalinkPermalinkPermalinkPermalinkPermalinkPermalinkPermalinkPermalinkPermalinkPermalinkPourquoi la virgule s'appelle Nike et le bonbon Haribo ? / KOKOU DENIS ADAKU / Villeveyrac : LE PAPILLON ROUGE EDITEUR (2014)
PermalinkPermalinkPermalinkDe la publicité à la communication responsable / Yonnel POIVRE-LE LOHE / Paris : EDITIONS CHARLES LEOPOLD MAYER (2014)
PermalinkPermalinkPermalinkPermalinkPermalinkPermalinkPermalinkPermalinkPermalinkPermalinkIntegrated advertising, promotion and marketing communications / Kenneth E. CLOW / PEARSON ED. (2013)
PermalinkPermalinkPermalinkPermalinkPermalinkPermalinkPermalinkPermalinkPermalinkPermalinkPermalinkPermalinkPermalinkPermalinkPermalinkPermalinkPermalinkPermalinkPermalinkPermalinkMarketing / PEARSON ED. (2012)
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