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mémoireThis study allows us to compare the dynamics observed in brands and social movements. Two opposite concepts but having, with the recent advances and organizational patterns, interesting common points to underline. We will analyze the dynamics [...]Négrault, P. (2022). To what extent a social movement can be considered as a brand : the case of feminism. https://myintranet.excelia-group.com/fr-fr/mediatheque/Memoires/Negrault-Penelope-2022.pdfmémoireThe numerous conflicts between producers and distributors in recent years have put the spotlight on supermarkets, which regularly find themselves at the center of public debate. Today, the competition between national brands (NB) and private l[...]Yvinec, E. (2022). What are the distinctive attributes that make consumers choose private labels ? https://myintranet.excelia-group.com/fr-fr/mediatheque/Memoires/Yvinec-Esther-2022.pdf.pdfmémoireWith the increase of China's per capita income, the Chinese people's consumer ability of tourism continues to rise, at the same time, the requirements for tourism are also increasing. Presently, the RV camping industry in China is still in i[...]Liu, J. (2021). An Exploration of Effective Branding Strategies of a Chinese RV & Camping Site with a Comparison of Three Top Western RV & Camping Sites. https://myintranet.excelia-group.com/fr-fr/mediatheque/Memoires/Liu-Jiao-2021.pdfmémoireI decided for my paper to concentrate my research on marketing from a social perspective. My research aims to find correlation in marketing practice between branding, consumer behavior, and social movement. Some of the key questions I will t[...]Savriacouty, C. (2021). Brand and Social Movements : Impact of Consumers Behaviors. https://myintranet.excelia-group.com/fr-fr/mediatheque/Memoires/Savriacouty-Camille-2021.pdfmémoireLes nombreux scandales environnementaux, sociaux et sociétaux engendrés par la Fast Fashion ont entraîné l’émergence d’un tout nouveau mouvement de la mode plus responsable, cherchant à intégrer les différents enjeux du Développement Durable dan[...]Piaut, M. (2021). Comment la RSE peut-elle être mise au service de la communication dans les entreprises de slow fashion ? https://myintranet.excelia-group.com/fr-fr/mediatheque/Memoires/Piaut-Manon-2021.pdfmémoireLes différents scandales alimentaires ont fait évoluer le consommateur vers un comportement de méfiance vis-à-vis des industriels de l’agroalimentaire. Ses préoccupations ont changé à travers les années et il est aujourd’hui à la recherche de [...]Félep, P. (2021). Le comportement du consommateur face aux nouvelles stratégies des marques de distributeurs. https://myintranet.excelia-group.com/fr-fr/mediatheque/Memoires/Felep-Pauline-2021.pdfcas pédagogiqueIn September 2018, Pascal Prudhomme took over the leadership of the Castelnau champagnes. Since his arrival, he has regularly decided to challenge the conventions and rules of the house, persuaded that the success of the company depends on its a[...]Rimaud, M.N. (2021). Palace Revolution for Castelnau Champagne : Packaging, Storytelling, CSR: What Future for Champagne Companies? https://www.thecasecentre.org/products/view?id=178918ouvrageIn a fast-changing, increasingly digital and social marketplace, it’s more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing helps students master today’s key marketing challenge: to cr[...]
- XL Library La Rochelle
Kotler, P., Armstrong, G., Opresnik, M.O. (2021). Principles of marketing. (18th edition, global edition.). [S.l.] : Pearson.cas pédagogiqueSeptembre 2008, Pascal Prudhomme, prend la direction des champagnes Castelnau. Depuis son arrivée, il a décidé de remettre régulièrement en question les codes et usages maison, convaincu que le succès de l'entreprise dépend de son aptitude à s'a[...]Rimaud, M.N. (2021). Révolution de palais pour le champagne CASTELNAU : Packaging, storytelling, RSE : l'avenir des maisons de champagne ? https://www.thecasecentre.org/products/view?id=178918mémoireCe mémoire traite de la place du genre dans la relation qu'entretient le consommateur avec la marque. Il nous importe de connaître le rôle de l'identité de genre du consommateur dans la relation avec la marque genrée et la marque non-genrée et[...]Legrand, I. (2021). Le rôle du genre dans la relation entre le consommateur et la marque. https://myintranet.excelia-group.com/fr-fr/mediatheque/Memoires/Legrand-Iris-2021.pdfouvrageDavid Spinks | 2021The idea of business community is changing. Older, traditional approaches to build community, such as those of Raving Fans, are about getting people to love your brand and product and evangelize it. But to be a true community, those fans need [...]
- XL Library La Rochelle
Spinks, D. (2021). The business of belonging : how to make community your competitive advantage.mémoireThis analysis on the importance of the Brand identity management for the image of brand since their presence on the digital market, has the following question: How should a brand manage her brand identity on the digital market, and what is t[...]Kelchlin, M. (2021). The importance of the Brand identity management for the image of brand since their presence on the digital market. https://myintranet.excelia-group.com/fr-fr/mediatheque/Memoires/Kelchlin-Marie-2021.pdfouvrageDans un monde du tourisme où l'avènement du digital a profondément changé la donne, mondialisé l'offre ou accentué la fracture entre les destinations et leurs politiques territoriales, les acteurs du tourisme ont vu leurs métiers changer aussi. [...]
- XL Library La Rochelle
Veauleger, F. (2021). Vers une nouvelle approche du marketing des territoires : Principes de l'Attractiveness Canvas. Paris : L'Harmattan.mémoireThe COVID-19 sanitary and economic crisis has affected and disrupted the whole world. The luxury sector was not spared. For the first time since the previous crisis, the value of this sector has been experiencing a slowdown in its activities. In[...]Pogwizd, K. (2021). What are the expectations of millennials towards luxury after the COVID-19 crisis ? https://myintranet.excelia-group.com/fr-fr/mediatheque/Memoires/Pogwizd-Klaudia-2021.pdfouvrageAn authentic brand community is more than just people buying your product or working alongside one another. This book articulates the critical roles of mutual concern, common values, and shared experiences in creating fiercely loyal customer a[...]
- XL Library La Rochelle
Jones, C.M., Vogl, C.H.. (2020). Building brand communities : how organizations succeed by creating belonging. (First edition.). Oakland : Berrett-Koehler Publishers.