Mots-clés
Documents disponibles dans cette catégorie (441)
![](./images/expand_all.gif)
![](./images/collapse_all.gif)
![Tris disponibles](./images/orderby_az.gif)
Etendre la recherche sur niveau(x) vers le haut et vers le bas
Titre : Marketing semiotics : signs, strategies, and brand value Type de document : e-book Auteurs : Laura OSWALD, R., Auteur Editeur : OXFORD UNIVERSITY PRESS Année de publication : 2012 Importance : XII-218 p. Présentation : ill. ISBN/ISSN/EAN : 978-0-19-161786-7 Note générale : Bibliogr. p. 203-213. Index Langues : Anglais (eng) Mots-clés : Management
COMMUNICATION PAR L'IMAGE ; CONSOMMATEUR ; IMAGE DE MARQUE ; MARKETING STRATEGIQUE ; MARQUE ; SEMIOLOGIE ; SYMBOLERésumé : Everyday consumers buy into the concept of brands and their associated meanings - the perception of quality, a symbolic relationship, a vicarious experience, or even a sense of identity. Marketing Semiotics suggests that the extent to which consumers recognize, internalize, and relate to brand meanings is not only an academic question. These meanings contribute to 'brand equity', the financial value of intangible brand benefits that exceed the use value of goods, and impacts upon a firm's financial performance. Therefore, the management of brand equity demands first and foremost the management of brand meanings, or semiotics. The book uses structural semiotics, a discipline that extends the laws of structural linguistics to the analysis of verbal, visual, and spatial sign systems, to shed light on the cultural codes and discourse of brands. It proposes that semiotic research should form the cornerstone of brand equity management, since brands rely so heavily on sign systems that contribute to profitability by distinguishing brands from simple commodities, from competitors, and engaging consumers in the brand world. The book includes dozens of global business cases where semiotics has been used to refocus, reposition, or extend the brand to new products, customers, and markets. Drawing upon twenty years of academic and consulting experience, the book provides actionable direction for steering brands through technological and cultural change, differentiating brands in the competitive environment, and counteracting the natural depletion of brand meaning over time. Nombre d'accès : 1 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=502416
Titre : Marketing semiotics : signs, strategies, and brand value Type de document : Livre Auteurs : Laura OSWALD, R., Auteur Editeur : OXFORD UNIVERSITY PRESS Année de publication : 2012 Importance : XII-218 p. Présentation : ill. ISBN/ISSN/EAN : 978-0-19-956649-5 Prix : 88 EUR Note générale : Bibliogr. p. 203-213. Index Langues : Anglais (eng) Mots-clés : Management
IMAGE DE MARQUE ; COMMUNICATION PAR L'IMAGE ; MARKETING STRATEGIQUE ; SEMIOLOGIE ; MARQUE ; SYMBOLE ; CONSOMMATEURRésumé : Everyday consumers buy into the concept of brands and their associated meanings - the perception of quality, a symbolic relationship, a vicarious experience, or even a sense of identity. Marketing Semiotics suggests that the extent to which consumers recognize, internalize, and relate to brand meanings is not only an academic question. These meanings contribute to 'brand equity', the financial value of intangible brand benefits that exceed the use value of goods, and impacts upon a firm's financial performance. Therefore, the management of brand equity demands first and foremost the management of brand meanings, or semiotics. The book uses structural semiotics, a discipline that extends the laws of structural linguistics to the analysis of verbal, visual, and spatial sign systems, to shed light on the cultural codes and discourse of brands. It proposes that semiotic research should form the cornerstone of brand equity management, since brands rely so heavily on sign systems that contribute to profitability by distinguishing brands from simple commodities, from competitors, and engaging consumers in the brand world. The book includes dozens of global business cases where semiotics has been used to refocus, reposition, or extend the brand to new products, customers, and markets. Drawing upon twenty years of academic and consulting experience, the book provides actionable direction for steering brands through technological and cultural change, differentiating brands in the competitive environment, and counteracting the natural depletion of brand meaning over time. Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=154883 Exemplaires (1)
Code-barres Cote Support Localisation Section Disponibilité 044352 658.827/OSW Livre Library Campus de Reims Salle de lecture Disponible
Titre : Poor economics : Barefoot hedge-fund managers, reluctant entrepreneurs and the surprising truth about life on less than $1 a day Type de document : Livre Auteurs : Abhijit V. BANERJEE ; Esther DUFLO Editeur : PENGUIN BOOKS Année de publication : 2012 Importance : 303 p. Format : 19 cm ISBN/ISSN/EAN : 978-0-7181-9366-9 Prix : 12,61 eur Langues : Anglais (eng) Mots-clés : Management
STYLE DE VIE ; POUVOIR D'ACHAT ; PAUVRETE ; NIVEAU DE VIE ; ECONOMIE SOCIALE ET SOLIDAIREMots-clés candidats : Dictionnaires, Langues Index. décimale : 351.89 PAUVRETE Résumé : Why would a man in Morocco who doesn't have enough to eat buy a television? Why do the poorest people in India spend 7 percent of their food budget on sugar? Does having lots of children actually make you poorer? This eye-opening book overturns the myths about what it is like to live on very little, revealing the unexpected decisions that millions of people make every day. Looking at some of the most paradoxical aspects of life below the poverty line - why the poor need to borrow in order to save, why incentives that seem effective to us may not be for them, and why, despite being more risk-taking than high financiers, they start businesses but rarely grow them - Banerjee and Duflo offer a new understanding of the surprising way the world really works. Note de contenu : Index, notes Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=142458 Exemplaires (3)
Code-barres Cote Support Localisation Section Disponibilité J5493 351.89 BAN Livre Library Campus de Rouen Salle de lecture Disponible J5494 351.89 BAN Livre Library Campus de Rouen Salle de lecture Disponible J5495 351.89 BAN Livre Library Campus de Rouen Salle de lecture Exclu du prêt
Titre : Réinventer les services financiers : Ce que les clients attendent des banques et des assurances Titre original : Reinventing Financial Services. What consumer expect from futures banks and insurers. Type de document : Livre Auteurs : Roger PEVERELLI ; Reggy FENIKS (DE) ; Carine OLLIVIER ; Jean-Yves COTTE, Traducteur ; Michel LE SEAC'H, Traducteur ; Sébastien MARTY, Traducteur Editeur : Paris : PEARSON EDUCATION FRANCE Année de publication : 2012 Importance : 314 p. ISBN/ISSN/EAN : 978-2-7440-6499-9 Prix : 35 EUR Langues : Français (fre) Langues originales : Anglais (eng) Mots-clés : Management
BANQUE ; ASSURANCE ; CONSOMMATEUR ; GESTION DE LA RELATION CLIENT ; RESEAU SOCIALIndex. décimale : 335.67 BANQUE Résumé : Cet ouvrage porte sur le secteur des services financiers, plaçant le client au centre des stratégies futures. Les six principales tendances qui définiront l’avenir des services financiers font l’objet d’une étude approfondie, et des pistes de changement sont proposées aux banquiers et aux assureurs qui cherchent des réponses adaptées aux nouveaux défis. Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=93492 Exemplaires (1)
Code-barres Cote Support Localisation Section Disponibilité J0499 335.67 PEV Livre Library Campus de Rouen Salle de lecture Disponible
Titre : Repenser la pauvreté Titre original : Poor economics : a radical rethinking of the way to fight global poverty Type de document : Livre Auteurs : Abhijit V. BANERJEE ; Esther DUFLO ; Julie MAISTRE, Traducteur Editeur : ED. DU SEUIL Année de publication : 2012 Collection : Les livres du nouveau monde Importance : 422 p. ISBN/ISSN/EAN : 978-2-02-100554-7 Prix : 24 € Note générale : Index Langues : Français (fre) Langues originales : Anglais (eng) Mots-clés : Management
POUVOIR D'ACHAT ; STYLE DE VIE ; POLITIQUE PUBLIQUE ; MICROFINANCE
Delphes
PED ; AIDE SOCIALEPermalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=152627 Exemplaires (1)
Code-barres Cote Support Localisation Section Disponibilité 038491 362.57/BAN Livre Library Campus de Reims Salle de lecture Disponible PermalinkPermalinkPermalinkPermalinkPermalinkPermalinkPermalinkPermalinkPermalinkQuand l'enfant prend ses marques...il bouscule les conventions / Coralie DAMAY / Paris : EDITIONS EMS (2011)
Permalink
![rss](https://cataloguelibrary.neoma-bs.fr/images/rss.png)
-
59 Rue Taittinger, 51100 Reims
-
00 33 (0)3 26 77 46 15
-
Library Campus Reims
-
1 Rue du Maréchal Juin, BP 215
76825 Mont Saint Aignan cedex -
00 33 (0)2 32 82 58 26
-