5 recherche sur le mot-clé candidats 'BRAND'   

Sport brands / Patrick BOUCHET / London : : ROUTLEDGE, (2013)  

Titre : Sport brands Type de document : e-book Auteurs : Patrick BOUCHET, Auteur ; Dieter HILLAIRET, Auteur ; Guillaume BODET, Auteur Editeur : London : : ROUTLEDGE, Année de publication : 2013 Importance : x, 197 pages : Présentation : illustrations ISBN/ISSN/EAN : 978-0-203-11466-7 Note générale : Bibliogr. p.182-189. Index. Langues : Anglais (eng) Mots-clés candidats : Sports  Marketing.  Economic aspects.  Branding (Marketing)  Brand name products.  SPORT  DEPORTE  SPORT GOODS SECTOR  ARTÍCULO DE DEPORTE SECTOR  ARTICLE DE SPORT SECTEUR  BRAND  MARCA  MARQUE Résumé : Sport brands are a central element of modern sport business and a ubiquitous component of contemporary global culture. This groundbreaking book offers a complete analysis of the topic of sport brands from both a marketing management approach (strategy and implementation) and a psycho-sociological approach (consumption and wider society). In doing so it explores both supply and demand sides, offering a complete introduction to the nature, purpose and value of sport brands not found in any other sports marketing text. The book covers the whole heterogeneity of sport brands, going much further than the sport team and league brands covered in most other books. As well as teams and leagues, the book considers the brands of sports celebrities, events, media, computer games and governing bodies, as well as the ethical, professional and technological 'label brands' associated with sport. Richly illustrated with cases, examples and data, the book explores the tangible and intangible influence of sport brands, their economic and social value, and the subcultures and communities that grow up around them. It also introduces common strategies for growing brands, and growing through brands, and examines the challenges and threats that sport brands face, from boycotts and ambush marketing to counterfeiting. An understanding of sport brands is essential for a fully rounded understanding of contemporary sport marketing. As a result, this book is important reading for any student or practitioner working in sport marketing, sport business, or mainstream marketing management. 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=110956

Interdisciplinary approaches to product design, innovation, & branding in international marketing / EMERALD GROUP PUBLISHING (2012.)  

Titre : Interdisciplinary approaches to product design, innovation, & branding in international marketing : creative research on branding, product design/innovation, and strategic thought/social entrepreneurship Type de document : e-book Auteurs : K. Scott. SWAN, Éditeur scientifique ; Shaoming ZOU, Éditeur scientifique Editeur : EMERALD GROUP PUBLISHING Année de publication : 2012. Importance : XX ; 339 p. ISBN/ISSN/EAN : 978-1-78190-017-8 Langues : Anglais (eng) Mots-clés candidats : Branding (Marketing)  New products.  BRAND  MARCA  MARQUE  INTERNATIONAL MARKETING  MARKETING INTERNACIONAL  MARKETING INTERNATIONAL  INDUSTRIAL AESTHETICS  ESTÉTICA INDUSTRIAL  ESTHETIQUE INDUSTRIELLE Résumé : Interdisciplinary approaches are critical to solve the interesting problems of the day. Branding, product design, and innovation are topics that have not been covered in the series so far but have been gaining attention. In all three cases, there is significant research and practitioner interest. This volume seeks to capture and synthesize the cutting-edge knowledge in the area of branding, product design, innovation, and strategic thought in international marketing. This volume was conceived from a conference held at The College of William & Mary where speakers from many fields - including business, arts, architecture, industrial design, and engineering - were invited to share their methods, findings and insights. The interdisciplinary nature of the conference and this subsequent volume serve to help us gain an appreciation for alternative perspectives while also facilitating cross-disciplinary research in these important areas. 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=110902

Luxury fashion and culture / Eunju KO / EMERALD GROUP PUBLISHING (2013)  

Titre : Luxury fashion and culture Type de document : e-book Auteurs : Eunju KO, Auteur ; Arch G. WOODSIDE, Auteur Editeur : EMERALD GROUP PUBLISHING Année de publication : 2013 Importance : XV; 143 p. ISBN/ISSN/EAN : 978-1-78190-211-0 Note générale : Bibliogr. en fin de chap. Index. Langues : Anglais (eng) Mots-clés candidats : LUXURY GOOD  PRODUCTO DE LUJO  PRODUIT DE LUXE  LUXURY GOODS INDUSTRY SECTOR  INDUSTRIA DE LUJO SECTOR  INDUSTRIE DU LUXE SECTEUR  BRAND  MARCA  MARQUE Résumé : "Luxury Fashion and Culture" focuses on the study of how humans use high quality, highly pleasurable, and frequently rare products, services, and experiences to distinguish to themselves and others who they are as well as whom they are not - both within and across cultures. Luxury fashion enables the individual to transform herself - to play a part in scenes exuding refinement, acceptance, high status, and good taste and risk ridicule by playing the part badly. The chapters provide new theory, recipes of methods, and findings on how culture helps humans manage and respond to luxury fashion enactments. Rather than focusing on traditional cultural transformations, it focuses on personal expressions of self and archetypal role-playing and fulfilment through the power of luxury fashion. This volume: applies the perspectives of Veblen, Goffman, McCracken, Thompson, and Belk to provide a theoretical foundation to explain why and how humans buy and enact luxury fashion products, services, and experiences; includes confirmatory personal introspections of explanations of luxury fashion enactments with self-photographs and self-interpretations of the enactments to explain how individuals enact luxury fashion and respond to alternative fashion-marketing designs; and is unique in conjoining sociology, psychology, marketing, and economics to advance fashion marketing theory and research. 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=110920

Mercator / Jacques LENDREVIE / PARIS : DUNOD (2012)  

Titre : Mercator : théories et nouvelles pratiques du marketing Type de document : e-book Auteurs : Jacques LENDREVIE, Auteur ; Julien LEVY, Auteur Mention d'édition : 10e éd. Editeur : PARIS : DUNOD Année de publication : 2012 Importance : 1138 p. ISBN/ISSN/EAN : 2-10-058717-0 Note générale : Index. Langues : Français (fre) Mots-clés candidats : Marketing.  Internet marketing.  CONSUMER BEHAVIOR  COMPORTAMIENTO DEL CONSUMIDOR  COMPORTEMENT DU CONSOMMATEUR  MARKETING PLAN  PLAN DE MARKETING  PLAN MARKETING  BRAND  MARCA  MARQUE  INTERNATIONAL MARKETING  MARKETING INTERNACIONAL  MARKETING INTERNATIONAL Résumé : Le Mercator est le best-seller incontesté des ouvrages français de marketing. Il doit son succès aux réelles qualités pédagogiques mises en ouvre par les auteurs, Jacques Lendrevie et Julien Lévy, praticiens et professeurs reconnus, et à leur approche globale et originale de la matière qui met l'accent sur l'analyse des stratégies marketing. Cette 9e édition rend compte des tendances les plus récentes de la profession : internet, gestion du marketing en temps de crise... Des rubriques "A vous de jouer", sous forme de quizz et d'exercice permettent au lecteur de s'auto-évaluer régulièrement et constituent un plus "pédagogique et ludique". Il est de succroît accompagné d'un CD-Rom de 2500 QCM. Note de contenu : Avertissement Introduction Le rôle du marketing est de créer de la valeur Première partie Étudier les marchés Deuxième partie Utiliser les leviers du marketing-mix Troisième partie Construire de nouvelles relations avec ses clients Quatrième partie Définir sa stratégie marketing Cinquième partie S'adapter aux spécificités sectorielles et multinationales La boîte à outils du Mercator Dictionnaire indexé Index des marques Table des matières Nombre d'accès : Illimité 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=110933

Store wars / Greg THAIN / Chichester (GB) : JOHN WILEY & SONS (2012)  

Titre : Store wars : the worldwide battle for mindspace and shelfspace, online and in-store Type de document : e-book Auteurs : Greg THAIN, Auteur ; John BRADLEY, Auteur Mention d'édition : 2nd ed. Editeur : Chichester (GB) : JOHN WILEY & SONS Année de publication : 2012 Importance : xiv, 294 p. ISBN/ISSN/EAN : 978-1-118-37481-8 Note générale : Annexes. Index. Langues : Anglais (eng) Mots-clés candidats : Retail trade.  Marketing.  Consumer goods.  BRAND  MARCA  MARQUE  DISTRIBUTION COMPANY  EMPRESA DE DISTRIBUCIÓN  ENTREPRISE DE DISTRIBUTION Résumé : The sequel to the highly successful Store Wars: the battle for mindspace and shelfspace published in 1995. The new edition will retain all the strengths of the old book including a comprehensive and complex approach to the consumer & retail market and the interaction between FMCG retailers and manufacturers. The book will be thoroughly revised and updated and will consist of 4 main parts: A section on leading FMCG companies and brands (such as Coke, P&G, Unilever, Nestle, L′Oreal etc.), their marketing and branding strategies in the western markets (USA, Western Europe: UK, France, Germany and others). A section on leading retailers (Wal–Mart, Tesco, Carrefour etc.), their developments and expansion over the last 10 years. A section describing the interaction between retailers and manufacturers, including competition for end–consumers, trade marketing. A section covering the Emerging Markets—the retail landscape in the major developing economies, results of the expansion of major FMCG brands and western retail chains, challenges related to distribution and FMCG marketing in those countries. The book will also discuss the impact of the Global Crisis on the consumer and retail markets as well as predictions and prospects for the future. 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=110959