Les Enjeux De La Marque L Re Du Digital Et Du Post Consommateur
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Les Enjeux De La Marque L Re Du Digital Et Du Post Consommateur
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Author : Anne-Céline Ginoux
language : fr
Publisher: Editions Ellipses
Release Date : 2022-10-11
Les Enjeux De La Marque L Re Du Digital Et Du Post Consommateur written by Anne-Céline Ginoux and has been published by Editions Ellipses this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-10-11 with Business & Economics categories.
Les marques rencontrent aujourd’hui plusieurs enjeux liés à la digitalisation de l’économie et aux nouveaux paradigmes de consommation, qui vont générer de nouvelles dialectiques entre la marque et le consommateur. Après avoir présenté les principaux éléments du concept de marque, cet ouvrage met en exergue un certain nombre d’enjeux pour la marque en termes : de contribution à la construction identitaire et sociale du consommateur,de congruence avec l’identité corporate,de présence numérique, d’expérience immersive du consommateur,ou encore de responsabilité sociétale. Il apporte un éclairage sur des thèmes dont la prégnance est aujourd’hui renforcée par la crise sanitaire mondiale de la Covid-19. Cet ouvrage novateur porte un regard croisé sur différentes notions telles que la marque, le comportement du consommateur, ou encore le marketing digital, avec une approche transdisciplinaire en faisant référence à des auteurs en sciences de gestion, en sciences de l’information et de la communication, et en sociologie. Il a été également construit comme une source de réflexions permettant d’appréhender la marque par le prisme de différentes approches : culturelle, identitaire, expérientielle et en matière de responsabilité sociétale.
Sustainable Urban Logistics Concepts Methods And Information Systems
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Author : Jesus Gonzalez-Feliu
language : en
Publisher: Springer Science & Business Media
Release Date : 2013-09-07
Sustainable Urban Logistics Concepts Methods And Information Systems written by Jesus Gonzalez-Feliu and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-09-07 with Technology & Engineering categories.
Since the 1990’s, researchers, practitioners and public administrations have given more thought to urban logistics. However, their interests and goals are not the same, and several approaches do not produce efficient logistics systems as a result. This book aims to provide both a conceptual framework for urban logistics planning and management and to create a basis for deploying solutions that aim to reduce the main nuisances related to urban goods. The proposed book is divided in two parts. The first proposes a set of methodological chapters, written by key authors, which aim to support decision makers in their current choices related to urban logistics. In addition to public authorities’ aims and goals, the book highlights the importance of private actors, and shows how supply chain management can deal with the problems of the last urban mile and its integration in global logistics chains. The second presents several applied research works that deal with current planning and practice issues in urban logistics, such as the role of city planning, the place of night deliveries in carrier organization, the limits of logistics pooling, and the real estate market, among others. The book was written by key authors, all having considerable research experience and recognised as experts in their respective fields. Each chapter presents methods and results of research works, written for a broad audience, and more precisely directed to both academics and practitioners.
The Loyalty Leap For B2b
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Author : Bryan Pearson
language : en
Publisher: Penguin
Release Date : 2013-07-09
The Loyalty Leap For B2b written by Bryan Pearson and has been published by Penguin this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-07-09 with Business & Economics categories.
The bestselling author of The Loyalty Leap applies the principles of customer intimacy to a business-to-business context. Since the publication of New York Times bestseller The Loyalty Leap, Bryan Pearson’s customer loyalty approach to marketing has changed the way many organizations use their customer data. Small coffee shops and large corporations have applied the Loyalty Leap principles to effectively deliver mutual value to customers. But many readers have asked the same question: “How can I apply these lessons in a business-to-business context?” While the principles outlined in The Loyalty Leap hold true whether the customer is an individual or a business, the application of the Loyalty Leap steps can vary. While an individual might respond favorably to one sales pitch, a large corporation with a complicated sales chain might respond very differently. Drawing on his own experience and extensive research, Pearson helps B2B marketers avoid the pitfalls of loyalty marketing to businesses. He helps marketers segment their market into small business, large enterprise, and channel marketers, and explains how a customer loyalty plan can be adapted for each segment. Sharing case studies of successful B2B loyalty initiatives from leaders such as American Express, PHX, Teradata and Salesforce.com, he shows that B2B organizations can successfully take The Loyalty Leap. The Loyalty Leap for B2B is a practical guide that will help you cultivate loyalty among your business customers.
City Logistics Modelling Planning And Evaluation
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Author : Eiichi Taniguchi
language : en
Publisher: Routledge
Release Date : 2017-10-02
City Logistics Modelling Planning And Evaluation written by Eiichi Taniguchi and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-10-02 with Architecture categories.
This volume on city logistics presents recent advances of modelling urban freight transport as well as planning and evaluating city logistics policy measures in the academic research areas and practices. The contributions of eleven chapters have come from eight countries, including Japan, UK, The Netherlands, Italy, France, Singapore, Indonesia, and Brazil. As city logistics aims at creating efficient and environmental-friendly urban freight transport systems, these chapters deal with challenging urban freight transport problems from various point of views of the usage of ITS (Intelligent Transport Systems), multi-agent modelling, public–private partnerships, and the disaster consideration. This book was published as a special issue of the International Journal of Urban Sciences.
The Unmanageable Consumer
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Author : Yiannis Gabriel
language : en
Publisher: SAGE
Release Date : 2006-04-07
The Unmanageable Consumer written by Yiannis Gabriel and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-04-07 with Business & Economics categories.
`This book was radically challenging when it was first published, and is only more so today as the concept of consumer collapses under the weight of its many meanings' - Madeleine Bunting, Columnist, The Guardian Western-style consumerism appears unstoppable. Yet it is has failed to deliver greater happiness and is now facing major environmental, population and political challenges. This book examines the key Western traditions of thinking about and being a consumer. Each chapter posits a consumer model with examples from the international community. Readers are invited to enter an exciting and radical analysis of contemporary consumerism which suggests that consumerism is fragile and consumers unpredictable. Updated with new material, this Second Edition looks at the impact of new technologies on consumerism and the consolidation of consumerism and 'consumer' language in spheres like education and health. The authors discuss the spread of consumerism to developing countries like India and the effect of demographic change and migration. The fallout from 9/11 and United States military hegemony is examined, as is the influence on consumerism of Islamic fundamentalism, the anti-globalization movement, environmental concerns and depleting natural resources. This book is of interest to advanced undergraduate, postgraduate and MBA students taking courses on behaviour, buyer behaviour, customer behaviour, consumers and society and retailing. Any one interested in better understanding consumerism will also find this book a fascinating read.
Reputation Capital
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Author : Joachim Klewes
language : en
Publisher: Springer Science & Business Media
Release Date : 2009-10-13
Reputation Capital written by Joachim Klewes and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-10-13 with Business & Economics categories.
• ... release reputation bearers from the burden of being constantly mo- tored and reduce the likelihood of government or public supervision and control. • ... strengthen client trust, ease the recruitment and retention of capable employees and improve access to capital markets or attract investors. • ... legitimate positions of power and build up reserves of trust which - lowed companies and politicians – but also researchers and journalists – to put their issues on the public agenda, present them credibly and mould them in their own interests. But a fear of loss is not the only reason for the steadily increasing - portance of reputation in corporate management today (or more especially, in the minds of top management). Rather, the main reason is that corporate reputation has shifted from being an unquantifiable ‘soft’ factor to a me- urable indicator in the sense of management control. And it is a variable that is obviously relevant to a company’s performance: recent studies by the European Centre for Reputation Studies and the Ludwig-Maximilians- Universität of Munich compared the stock market performance of a port- lio of the top 25% of reputation leaders (based on regular reputation me- urements in the wider public) with that of the German DAX 30 stock m- ket index. The results show that a portfolio consisting of reputation leaders 1 outperformed the stock market index by up to 45% – and with less risk. Fig. 1. Performance of ‘reputation portfolios’ vs.
Ice Breakers
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Author : Tom “Big Al” Schreiter
language : en
Publisher: Fortune Network Publishing Inc.
Release Date : 2019-12-05
Ice Breakers written by Tom “Big Al” Schreiter and has been published by Fortune Network Publishing Inc. this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-12-05 with Business & Economics categories.
Want to get your MLM and network marketing prospects to beg you for a presentation by using Ice Breakers? You can turn any warm or cold prospect into a hot prospect, wanting to know all about your business. How? By learning how to effectively introduce your business into a social conversation with an easy, rejection-free sequence of just a few words. Prospects want what you have to offer, but they are afraid of someone selling them. However, prospects love to buy and join. So why not use socially acceptable word sequences that compel any prospect to literally beg you for a presentation? This book contains several effective formulas with many examples of each formula that you can use or modify. Once we know how the formulas work, we can create unlimited Ice Breakers on-demand to use and pass on to our downline. Your distributors will no longer be afraid of prospecting; instead, they will love prospecting. It is much more fun when we are in control. Distributors want to work hard, but just don't know what to say. Their opening random remarks ruin their chances and they suffer bad experiences. That experience trains them to avoid prospecting. But with trained words and phrases, everything changes. Quick and positive results. Prospecting is fun again. Enjoy learning how to prospect negative people, positive people, relatives, co-workers, strangers, leads, cold prospects ... anyone, by using fun Ice Breakers that even the prospects enjoy. Spend the entire week giving presentations, instead of spending the entire week looking for someone to talk to. And never again will you have to hear one of your distributors complain, "I just don't have anyone to talk to." Ice Breakers are the best way to energize your MLM and network marketing business. Order your copy now!
Digital Marketing
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Author : Dave Chaffey
language : en
Publisher: Pearson Higher Ed
Release Date : 2022-02-28
Digital Marketing written by Dave Chaffey and has been published by Pearson Higher Ed this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-02-28 with categories.
Discover more about effective Digital Marketing strategies and practices, and expand your knowledge of the field, learning from the success stories of some of the biggest brands. Digital Marketing, 8th edition is a market-leading text, providing you with the most comprehensive guide to the strategies, techniques, and online trends that have transformed the way companies communicate with their consumer audiences today. The text, known for its clear structure and accessible content, offers you valuable insight into the main principles and aspects of Digital Marketing. The eighth edition has been comprehensively updated to help you learn more about the success factors of a digital marketing strategy, using key techniques in the area, including search, social media and content marketing, conversion optimisation, and marketing automation. It also introduces increased data-driven marketing techniques with many new examples covering digital analytics, artificial intelligence, and machine learning. This latest edition also links marketing theory with practical business experience to help you understand digital marketing in the real world through case studies from market-leading and cutting-edge companies such as ASOS, Spotify, and L'Oreal. Many useful features include self-assessment exercises and discussion questions to self-test your knowledge and understanding of the topics. With the 'Essential Digital Skills' boxes guiding you into developing key skills you will later need in the workplace, this leading textbook is a must-have guide for students and professionals. Pearson, the world's learning company.
Grow
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Author : Jim Stengel
language : en
Publisher: Random House
Release Date : 2012-01-12
Grow written by Jim Stengel and has been published by Random House this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-01-12 with Business & Economics categories.
Great businesses naturally have many things in common: superbly designed products and services, knockout customer experiences, sustained excellence at execution, outstanding talent and teamwork, and great leadership. But there's also something else, an X factor that keeps renewing and strengthening great businesses through good times and bad. Based on almost ten years of empirical research involving 50,000 companies, Jim Stengel, former director of marketing at Procter & Gamble, shows how the world's 50 best businesses - as diverse as Apple, Red Bull, Pampers and Petrobras - have a cause and effect relationship between financial performance and their ability to connect with fundamental human emotions, hopes, values and greater purposes. In this, the next big idea book, Stengel deftly blends timeless truths about human behaviour and values into an action framework, to show us how by embracing what he describes as 'brand ideals', the world's best businesses can achieve incredible growth and drastically improve their performance.
Marketing To Generation X
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Author : Karen Ritchie
language : en
Publisher: Free Press
Release Date : 1995
Marketing To Generation X written by Karen Ritchie and has been published by Free Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 1995 with Business & Economics categories.
A study of advertisers' and marketers' intentions to aim at a new consumer group - those born between 1961 and 1981 - and dubbed Generation X. The author introduces this new generation, describing how they respond to minorities, business, education, career, family and the media.