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Brand, Label, and Product Intelligence
This book contains the latest and most up-to-date research results from the fields of brands, labels and product, presented at the international colloquium COBLI 2021, held in Orleans, France. It covers a wide range of topics from the fields of economics, psychology, information technology and social sciences. In particular, the book deals with various areas of application such as consumer behavior in the omnichannel, the influence of the coronavirus pandemic on attitudes and customer behavior, franchising, origin labelling, transparency in the agri-food industry, tourism and the triptych of brand/label/product. The contributions are gathered under the following main topics: Consumer behavior and decisions, labeling strategy, brand market trends, branding of local brands, territorial impact on brand/label/product, theoretical and managerial research methods.
Mini Manuel - Marketing - 2e édition
Ce Mini Manuel de Marketing présente l’essentiel à savoir, comprendre et maîtriser pour tout étudiant en écoles de commerce ou en licence d'économie et de gestion. Afin de rendre les premiers pas de l'étudiant en marketing plus sûrs, une étude de cas complète et détaillée conclut l'ouvrage. Les exemples liés au digital sont renforcés dans cette seconde édition.
Fiches de marketing
28 fiches pour réviser l'essentiel du Marketing : les définitions à connaître, les erreurs à éviter, les points essentiels à retenir ;des exercices corrigés pour vérifier ses connaissances ;des repères bibliographiques pour aller plus loin ;1 index.
Marketing
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Mini manuel de Marketing
Ce Mini Manuel de Marketing présente l’essentiel àsavoir, comprendre et maîtriser pour tout étudiant en écoles de commerce ou en 1er cycle universitaire d'économie et de gestion. Afin de rendre les premiers pas del'étudiant en marketing plus sûrs, une étude de cas complète et détaillée conclut l'ouvrage.
Fiches de marketing
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Crowdsourcing
Crowdsourcing is a relatively recent phenomenon that only appeared in 2006, but it continues to grow and diversify (crowdfunding, crowdcontrol, etc.). This book aims to review this concept and show how it leads to the creation of value and new business opportunities. Chapter 1 is based on four examples: the online-banking sector, an informative television channel, the postal sector and the higher education sector. It shows that in the current context, for a company facing challenges, the crowd remains an untapped resource. The next chapter presents crowdsourcing as a new form of externalization and offers definitions of crowdsourcing. In Chapter 3, the authors attempt to explain how a compan...
Research Handbook on Digital Transformations
The digital transition of our economies is now entering a phase of broad and deep societal impact. While there is one overall transition, there are many different sectoral transformations, from health and legal services to tax reports and taxi rides, as well as a rising number of transversal trends and policy issues, from widespread precarious employment and privacy concerns to market monopoly and cybercrime. They all are fertile ground for researchers, as established laws and regulations, organizational structures, business models, value networks and workflow routines are contested and displaced by newer alternatives. This Research Handbook offers a rich and interdisciplinary synthesis of some of the current thinking on the digital transformations underway.
Product-Country Images
This is the first-ever book about product and country images. It discusses the nature and role and influence of product-country images in international marketing strategy and consumer behavior. Thousands of companies use country identifiers as part of their international marketing strategy, and hundreds of researchers have studied the ways in which these identifiers influence behavior. As markets become more international, the more prominently the origin of products will figure in sellers' and buyers' decisions. The time is ripe for practitioners and academicians to delve into the insights offered in this seminal volume so as to better prepare for meeting the competitive challenges of the global marketplace. Product-Country Images is a wide-ranging and state-of-the-art book offering specific information and case studies to further understanding of the various aspects of this complex topic.
