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Buyer personas / Adele REVELLA / John Wiley & Sons (2015)
Titre : Buyer personas : how to gain insight into your customers expectations, align your marketing strategies, and win more business Type de document : Livre Auteurs : Adele REVELLA, Auteur Editeur : John Wiley & Sons Année de publication : 2015 Importance : xxiv, 215 p. ISBN/ISSN/EAN : 978-1-118-96150-6 Prix : 22 EUR Note générale : Bibliogr. p.199-201. Index. Langues : Anglais (eng) Mots-clés : Management
GESTION DU MARKETING ; COMPORTEMENT DU CONSOMMATEURRésumé : "See your offering through the buyer's eyes for more effective marketingBuyer Personas is the marketer's actionable guide to learning what your buyer wants and how they make decisions. Written by the world's leading authority on buyer personas, this book provides comprehensive coverage of a compelling new way to conduct buyer studies, plus practical advice on adopting the buyer persona approach to measurably improve marketing outcomes. Readers will learn how to segment their customer base, investigate each customer type, and apply a radically more relevant process of message selection, content creation, and distribution through the channels that earn the buyers' trust. Rather than relying on generic data or guesswork to determine what the buyer wants, the buyer persona approach allows companies to ask the buyer directly and obtain more precise and actionable guidance.Buyer personas are composite pictures of the people who buy solutions, services or products, crafted through a unique type of interview with the people the marketer wants to influence. This book provides step-by-step guidance toward implementing the buyer persona approach, with the advice of an internationally-respected expert. Learn who buys what, and why Understand your buyer's goals and how you can address them Tailor your marketing activities to your buyer's expectations See the purchase through the customer's eyes A recent services industry survey reports that 52 percent of their marketers have buyer personas, and another 28 percent expect to add them within the next two years - but only 14.6 percent know how to use them. To avoid letting such a valuable tool go to waste, access the expert perspective in Buyer Personas, and craft a more relevant marketing strategy"-- Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=157630 Exemplaires(1)
Code-barres Cote Support Localisation Section Disponibilité 050059 658.8/REV Livre Library Campus de Reims Salle de lecture Disponible Le commerce connecté / Vincent DRUGUET / EYROLLES (2015)
Titre : Le commerce connecté : Comment le digital révolutionne le point de vente Type de document : Livre Auteurs : Vincent DRUGUET ; Jean-Baptiste VALLET Editeur : EYROLLES Année de publication : 2015 Importance : 202 p. ISBN/ISSN/EAN : 978-2-212-56073-2 Prix : 25 EUR Langues : Français (fre) Mots-clés : Management
GESTION DU MARKETING ; INTERNET ; COMMERCE ELECTRONIQUE ; POINT DE VENTEIndex. décimale : 124.71 VENTE A DISTANCE Résumé : Au-delà du commerce en ligne, le numérique étend de plus en plus son influence sur le commerce traditionnel, notamment sous la forme de bornes, de tablettes et de smartphones qui permettent de s'informer sur les produits mis en vente. Cette révolution digitale concerne les magasins mais également toute la chaîne du management de l'entreprise comme la logistique, le pilotage RH, la formation, etc. Note de contenu : Bibliogr. p. 191-193, index Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=112751 Exemplaires(3)
Code-barres Cote Support Localisation Section Disponibilité 049016 658.872/DRU Livre Library Campus de Reims Salle de lecture Disponible J4241 124.71 DRU Livre Library Campus de Rouen Salle de lecture Disponible J4238 124.71 DRU Livre Library Campus de Rouen Salle de lecture Disponible Consumer behaviour in action / Peter LING / OXFORD UNIVERSITY PRESS (2015)
Titre : Consumer behaviour in action Type de document : Livre Auteurs : Peter LING, Auteur ; Steven D'ALESSANDRO, Auteur ; Hume WINZAR, Auteur Editeur : OXFORD UNIVERSITY PRESS Année de publication : 2015 Importance : XXXVI; 666 p. ISBN/ISSN/EAN : 978-0-19-552560-1 Prix : 81 EUR Note générale : Glossaire. Index. Langues : Anglais (eng) Mots-clés : Management
GESTION DU MARKETING ; COMPORTEMENT DU CONSOMMATEURRésumé : Consumer Behaviour in Action introduces marketing students to the fundamental concepts of consumer behaviour in a contemporary context. The text provides a distinctly balanced approach as it balances theory with practical applications and research methods for understanding consumers. Practical examples and case studies provide global, regional and local industry examples to encourage a deeper understanding of the material. Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=156922 Exemplaires(1)
Code-barres Cote Support Localisation Section Disponibilité 048351 658.834/LIN Livre Library Campus de Reims Salle de lecture Disponible Corporate branding / T.C. MELEWAR ; S. F. Syed. ALWI / New York : ROUTLEDGE (2015)
Titre : Corporate branding : areas, arenas and approaches Type de document : Livre Auteurs : T.C. MELEWAR, Éditeur scientifique ; S. F. Syed. ALWI, Éditeur scientifique Editeur : New York : ROUTLEDGE Année de publication : 2015 Importance : xxiii, 261 p. ISBN/ISSN/EAN : 978-0-415-72112-7 Prix : 53 EUR Note générale : Bibliogr. à chaque fin de chap. Index. Langues : Anglais (eng) Mots-clés : Management
GESTION DU MARKETING ; MARQUE ; PUBLICITERésumé : "A strong corporate image has power in a competitive marketplace. Its influence on reputational value and customer decision-making is only now beginning to be understood. Interest in corporate branding is exploding as marketing academics and professionals begin to realise how it can boost business performance in measurable ways. For example, it promotes customer patronage without expensive advertising and raises profitability by enabling companies to leverage their brand image when buying from particular sources.Yet there are few empirical studies available to clarify its basic tenets and fewer still that help us understand corporate branding in different parts of the world. Existing books focus mainly on conceptual ideas and real-life examples. Corporate Branding: Areas, Arenas and Approaches is a unique take on corporate branding that provides a global overview through rigorous research of different geographical areas across industries. An international range of leading scholars contribute their coverage across three clear themes:Area: Geographical areas across the globe including the UK, US, Europe and AsiaArena: A variety of commercial and not-for-profit sectors, both B2B and B2C Approach: Methodological approaches to brand research design, including qualitative, quantitative, case studies, interpretivistic and social narrative. These three themes enable the reader to consider corporate branding from more perspectives and in more ways than any other corporate branding book. The result is an understanding of this strategically important, growing subject that can't be found anywhere else. This book is an essential read for any branding student or interested professional. "-- "A strong corporate image has power in a competitive marketplace. Its influence on reputational value and customer decision-making is only now beginning to be understood. Interest in corporate branding is exploding as marketing academics and professionals begin to realise how it can boost business performance in measurable ways. For example, it promotes customer patronage without expensive advertising and raises profitability by enabling companies to leverage their brand image when buying from particular sources. Yet there are few empirical studies available to clarify its basic tenets and fewer still that help us understand corporate branding in different parts of the world. Existing books focus mainly on conceptual ideas and real-life examples. Corporate Branding: Areas, Arenas and Approaches is a unique take on corporate branding that provides a global overview through rigorous research of different geographical areas across industries. An international range of leading scholars contribute their coverage across three clear themes: Area: Geographical areas across the globe including the UK, US, Europe and Asia Arena: A variety of commercial and not-for-profit sectors, both B2B and B2C Approach: Methodological approaches to brand research design, including qualitative, quantitative, case studies, interpretivistic and social narrative. These three themes enable the reader to consider corporate branding from more perspectives and in more ways than any other corporate branding book. The result is an understanding of this strategically important, growing subject that can't be found anywhere else. This book is an essential read for any branding student or interested professional"-- Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=157539 Exemplaires(1)
Code-barres Cote Support Localisation Section Disponibilité 048973 658.82/MEL Livre Library Campus de Reims Salle de lecture Disponible Creating value / Laura R. OSWALD / OXFORD UNIVERSITY PRESS (2015)
Titre : Creating value : the theory and practice of marketing semiotics research Type de document : Livre Auteurs : Laura R. OSWALD, Auteur Editeur : OXFORD UNIVERSITY PRESS Année de publication : 2015 Importance : xiv, 189 p. ISBN/ISSN/EAN : 978-0-19-965726-1 Prix : 30 EUR Note générale : Bibliogr. p.165-179. Index. Langues : Anglais (eng) Mots-clés : Management
GESTION DU MARKETING ; MARQUE ; IMAGE DE MARQUERésumé :
To leverage the power of brand meaning or semiotics, management needs a research approach that taps into consumers' experiences, cultural perspectives, and emotional intelligence. This book presents just such an approach by decoding the cultural myths, social networks and deep experiences consumers associate with marketing signs, spaces and ritualsPermalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=156911 Exemplaires(1)
Code-barres Cote Support Localisation Section Disponibilité 048346 658.8/OSW Livre Library Campus de Reims Salle de lecture Disponible Du crosscanal à l'omnicanal / Bertrand BELVAUX / PARIS : DUNOD (2015)PermalinkPermalinkDecoding the irrational consumer / Darren BRIDGER / Kogan Page (2015)PermalinkDigital natives / Thomas STENGER / Paris : EDITIONS EMS (2015)PermalinkL'essentiel du management des entreprises / Samuel JOSIEN / Paris : GUALINO-LEXTENSO ÉDITIONS (2015)PermalinkFacebook marketing for dummies / John HAYDON / John Wiley & Sons (2015)PermalinkLes fiches outils des réseaux sociaux / François SCHEID / Paris : LES EDITIONS D'ORGANISATION (2015)PermalinkHospitality management / Roy C. WOOD / Los Angeles, [Calif.] ; : SAGE (2015)PermalinkL'inbound marketing / Gabriel SZAPIRO / Paris : JACQUES-MARIE LAFFONT EDITEUR (2015)PermalinkManagement des organisations à but non lucratif / Hans LICHTSTEINER / PRESSES POLYTECHNIQUES ET UNIVERSITAIRES ROMANDES (PPUR) (2015)Permalink
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