Le consommateur digital
Author: Patrick Hoffstetter, Nicolas Riou
Publisher: Editions Eyrolles
Economie collaborative, réseaux sociaux, nouveaux usages du téléphone mobile... la révolution digitale bouleverse les modes de consommation et engendre la naissance d'un nouveau consommateur. Ce consommateur augmenté, véritable Uberconsommateur, dispose de plus de moyens pour agir sur sa consommation et accroît son pouvoir sur les marques. Complexe et parfois même contradictoire, il est difficile à comprendre, encore plus à séduire. Etoffé par de nombreux exemples de nouvelles approches marketing, cet ouvrage propose un voyage au coeur de l'économie digitale et dessine tes contours du nouveau consommateur. Il donne des pistes pour le séduire, retenir son attention et créer de la préférence de marque. "Un ouvrage dont tous les professionnels du marketing et de la communication devraient s'inspirer." Maurice Lévy - Président du Directoire, Publicis Groupe
Mercator - 12e éd.
Author: Arnaud de Baynast, Jacques Lendrevie, Julien Lévy
La "Bible du marketing" : Tout le marketing à l'ère digitale Pédagogique pour les étudiants, opérationnel pour les professionnels. 1) Pédagogique pour les étudiants : - Complet et clair : études de marché, marketing-mix, stratégie marketing,marketing relationnel, marketing digital, marketings sectoriels et international... Autant de thèmes traités avec près de 1000 exemples et 100 mini cas, un lexique de plus de 720 termes français-anglais. - Un style vivant et accessible, des rubriques qui animent les pages, toutes les illustrations en couleur. - Mercator vous accompagne dans vos études... et au-delà : il couvre tous les niveaux de cours de marketing et vous propose près de 250 quiz en ligne corrigés et commentés pour tester vos connaissances. Un véritable outil pour pratiquer le marketing et pas seulement pour l’apprendre. 2) Opérationnel pour les professionnels : - Fort en digital ! Mercator intègre les apports les plus récents du numérique, ceux qui transforment les politiques marketing d’aujourd’hui : e-commerce, multicanal et omnicanal, communication digitale et big data, réseaux sociaux, etc. - Orienté vers l’action, parce que Mercator se nourrit des stratégies et des meilleures pratiques actuelles des entreprises, et s’appuie sur l’expérience de conseil des auteurs auprès de nombreux clients. - La meilleure façon de mettre à jour vos connaissances en marketing, une discipline qui s’est transformée en quelques années.
Author: Kevin Roberts
Publisher: powerHouse Books
"Ideas move mountains, especially in turbulent times. Lovemarks is the product of the fertile-iconoclast mind of Kevin Roberts, CEO Worldwide of Saatchi & Saatchi. Roberts argues vociferously, and with a ton of data to support him, that traditional branding practices have become stultified. What’s needed are customer Love affairs. Roberts lays out his grand scheme for mystery, magic, sensuality, and the like in his gloriously designed book Lovemarks.” —Tom Peters Tom Peters, one of the most influential business thinkers of all time, described the first edition of Lovemarks: the future beyond brands as “brilliant.” He also announced it as the “Best Business Book” published in the first five years of this century. Now translated into fourteen languages, with more than 150,000 copies in print, Lovemarks is back in a revised edition featuring a new chapter on the peculiarly human experience of shopping. The new chapter, "Diamonds in the Mine," is an insightful collection of ideas for producers and consumers, for owners of small stores and operators of superstores. So forget making lists! Shopping, says Kevin Roberts, is an emotional event. With this as a starting point, he looks at the history of shopping and how it has changed so dramatically over the last ten years. Using the Lovemark elements of Mystery, Sensuality, and Intimacy, Roberts delves into the secrets of success that can be used to create the ultimate shopping experience.
Uncovers the truth about luxury brand marketing and shows that like any other commercial brand, they manipulate and influence their customers with traditional commercial techniques. Full of case studies and practical tools for understanding luxury brand marketing the author provides frameworks to help companies with their own branding strategy
Author: Bertrand Jouvenot
Publisher: BookSurge Publishing
Looking at the history of the world, violence principle emerges as a key driver. It's all the same in the economic world : companies run to win market shares, employees jockey to gain better position, CEO struggle to convince Wall Street that their strategic orientations are the best and so on. But a closer look at the history of the world reveals three excep-tional men who have been involved in immense battles and have been winning amazing victories using Non-Violence Principle. Buddha succeeded in the spiritual era at a worldwide level. He invented an alternative religion, softer than the existing religions of his time, because he considered its too hard for people. Twenty five centuries later, nearly half the people on earth are declaring them-selves Buddhists. Non Violence Principle is inherent to Buddhism from the religion itself to the way people came to it. Gandhi succeeded in the political sphere on a continental scale. He gave battle to English colonialism in the 20th century. He obtained independence of India following Non Violence Principle in the way he politically struggled against his opponents. Rickson Gracie succeed in sports at martial arts level. He demonstrated the superiority of his martial art: Gracie jiu jitsu, versus any other martial arts, with an historic undefeated record of 450 fights between two men. Non Violence Principle is part of his martial art and is the way he followed to defeat all his oppo-nents. The purpose of the book is to draw the lesson from those three exceptional men and to establish Non Violence Principle as key success factor for tomorrow's management.
"If you want to understand why Wikipedia is changing the world, this book is a must read." –Jimmy Wales, Founder, Wikipedia "This book is a must read for all - social activists, politicians or managers - who have an interest in understanding how our society is morphing." –Professor C.K. Prahalad, #1 Management Guru and author of Competing for the Future Synopsis The rise of social networks like Facebook, MySpace and Bebo is changing the way we see ourselves, how we interact with each other, how we work and how we do business on a daily basis. Throwing Sheep in the Boardroom explores the powerful forces driving the social networking revolution, the impact of these profound changes, and the far reaching consequences of social networking. Detailing the way social networks affects both individuals and societies as a whole, the book offers a detailed focus on the ways social networking affects the world of business and work. The generation entering the workforce today - and entering boardrooms everywhere - is fully engaged with social networking and its uses. Rather than feeling threatened and paranoid, today's business leaders need to understand this phenomenon, accept that it won't go away, and embrace its power in the world of business. Excerpts from Throwing Sheep in the Boardroom: "Your next CEO’s most impressive job credential might be status as an online gladiator, honing valuable leadership skills mercilessly slaying mortal enemies on World of Warcraft. Why not, the skills necessary to hack your way to the top levels of virtual games – especially a killer instinct – are excellent pre-requisites for managing complex organisations." "Many senior managers mistakenly believe Enterprise 2.0 is a product, like the latest Microsoft office suite. They don’t realise that Enterprise 2.0 is not a cost centre, but a “state of mind” – a revolutionary new way of managing companies and conducting business. Web 2.0 tools have no regard for “organisational boundaries, hierarchies, or job titles”. Try telling a senior executive that, henceforth, there will be no job titles, reporting lines, and organisational boundaries in the company – and watch the reaction closely." "When someone calls a meeting, he or she is asserting authority over those who are invited to attend. Meetings are exclusive and closed. In most corporations, who gets invited to a meeting – and who does not – sends a signal about who’s ‘in the loop’. Meetings are a form of social grooming inside organisations. Meetings impose vertical authority. They establish status hierarchies. The Enterprise 2.0 model is feared in corporations because it threatens status hierarchies." "Harnessing the dynamism of horizontal networks, Web 2.0 social media are bypassing institutional forms of social organisation and directly empowering people. This book has attempted to tell that story with illustrations, which, we hope, have offered intriguing and instructive insights into the powerful transformations we described. What has interested us most, indeed, is the transformative impact – or “e-ruptions” – of Web 2.0 social media on the three dynamics that gave this book its structure: identity, status and power."
Culture is big business. It is at the root of many urban regeneration schemes throughout the world, yet the economy of culture is under-theorized and under-developed. In this wide-ranging and penetrating volume, the economic logic and structure of the modern cultural industries is explained. The connection between cultural production and urban-industrial concentration is demonstrated and the book shows why global cities are the homelands of the modern cultural industries. This book covers many sectors of cultural economy, from craft industries such as clothing and furniture, to modern media industries such as cinema and music recording. The role of the global city as a source of creative and innovative energy is examined in detail, with particular attention paid to Paris and Los Angeles.
E-mail is a powerful marketing communications tool which excels at developing relationships with existing customers and acquiring new customers. This second edition builds on the author’s successful formula, describing a practical approach to e-mail marketing for all marketers looking to exploit its potential or take their e-mail to the next level. Total e-Mail Marketing 2e draws on expertise and latest examples from leading European practitioners to detail practical tips to improve campaign results. Packed with brand new case studies and checklists to get you started or improve on past campaigns, the book covers all aspects of e-mail marketing, including: * Planning effective, integrated e-mail campaigns and e-newsletters * How to rapidly build a quality house list and select the best tools to manage it * Ethical and legal constraints in a fast-moving sector * Design and write HTML and text format e-mails for maximum response * Getting through the SPAM filters to maximize deliverability * Targeting, personalizing, measuring and improving e-mail campaigns * Integrating emerging technologies like blogs, RSS and mobile messaging * Practical dos and don’ts A vital supplement to the author’s book e-Marketing eXcellence, also in its 2nd editon and co-written with PR Smith, this text is relevant to all marketers – specializing in e-marketing or not – as it offers an integrated campaign perspective and shows how to maximize integrated e-marketing results.
Author: Marc Gobe
Publisher: Skyhorse Publishing, Inc.
Emotional Branding is the best selling revolutionary business book that has created a movement in branding circles by shifting the focus from products to people. The “10 Commandments of Emotional Branding” have become a new benchmark for marketing and creative professionals, emotional branding has become a coined term by many top industry experts to express the new dynamic that exists now between brands and people. The emergence of social media, consumer empowerment and interaction were all clearly predicted in this book 10 years ago around the new concept of a consumer democracy. In this updated edition, Marc Gobé covers how social media helped elect Barack Obama to the White House, how the idea behind Twitter is transforming our civilization, and why new generations are re-inventing business, commerce, and management as we know it by leveraging the power of the web. In studying the role of women as "shoppers in chief, "and defining the need to look at the marketplace by recognizing differences in origins, cultures, and choices, Emotional Branding foresaw the break up of mass media to more targeted and culturally sensitive modes of communications. As the first marketing book ever to study the role of the LGBTQ community as powerful influencers for many brands, Emotional Branding opened the door to a renewed sensitivity toward traditional research that privilege individuality and the power of the margins to be at the center of any marketing strategy. A whole segment in the book looks at the role of the senses in branding and design. The opportunity that exists in understanding how we feel about a brand determines how much we want to buy. By exploring the 5 senses, Emotional Branding shows how some brands have built up their businesses by engaging in a sensory interaction with their consumers. Emotional Branding explores how effective consumer interaction needs to be about senses and feelings, emotions and sentiments. Not unlike the Greek culture that used philosophy, poetry, music, and the art of discussion and debate to stimulate the imagination, the concept of emotional branding establishes the forum in which people can convene and push the limits of their creativity. Through poetry the Greeks invented mathematics, the basis of science, sculpture, and drama. Unless we focus on humanizing the branding process we will lose the powerful emotional connection people have with brands. Critics hailed Emotional Branding as a breakthrough and a fresh approach to building brands. Design in this book is considered a new media, the web a place where people will share information and communicate, architecture a part of the brand building process, and people as the most powerful element of any branding strategy. Most importantly, it emphasizes the need to transcend the traditional language of marketing--from one based on statistics and data to a visually compelling new form of communication that fosters creativity and innovation. Allworth Press, an imprint of Skyhorse Publishing, publishes a broad range of books on the visual and performing arts, with emphasis on the business of art. Our titles cover subjects such as graphic design, theater, branding, fine art, photography, interior design, writing, acting, film, how to start careers, business and legal forms, business practices, and more. While we don't aspire to publish a New York Times bestseller or a national bestseller, we are deeply committed to quality books that help creative professionals succeed and thrive. We often publish in areas overlooked by other publishers and welcome the author whose expertise can help our audience of readers.
Rocking the Ages
Author: J. Walker Smith
Publisher: Harper Collins
For almost forty years, Yankelovich Partners has helped America's biggest companies understand and reach their customers. Their breakthrough MONITOR studies-annual surveys that analyze the values, beliefs, attitudes, and expectations that shape consumer decisions-not only pinpoint current trends, but predict where the market will be in the future. Rocking the Ages: The Yankelovich Report on Generational Marketing (HarperBusiness; May 21, 1997) by J. Walker Smith and Ann Clurman turns the spotlight on America's "generation gap" and transforms what was born as a political and social rallying cry into a sound foundation for profitable marketing. Defining the essence of three generations-the Matures (born between 1909-1945), the Baby Boomers (1946-1964), and the Generation-Xers (1965-1978)-it explores in telling detail the experiences, life skills, values, personal and professional aspirations, likes and dislikes, and hopes and fears that distinguish each generation. Drawing on this unprecedented data, it elucidates how and why each generation reacts to a vast range of marketplace issues-including technology and cyberspace, healthcare and fitness, media and entertainment, retailing and financial services. From highlighting generational differences regarding such basic concepts as work itself-Matures regard it as an inevitable obligation, Boomers as an opportunity for self-fulfillment, and Xers as simply a paycheck-and gratification-delayed by Matures, demanded instantaneously by Boomers, "virtual" in the case of most Xers-to describing the widely differing versions of the American Dream each generation harbors, Rocking the Ages offers invaluable insights into how to market a product or service to reach one, two, or all three generations.
In this groundbreaking book, Bill Price and David Jaffe offer a new, game-changing approach, showing how managers are taking the wrong path and are using the wrong metrics to measure customer service. Customer service, they assert, is only needed when a company does something wrong—eliminating the need for service is the best way to satisfy customers. To be successful, companies need to treat service as a data point of dysfunction and figure what they need to do to eliminate the demand. The Best Service Is No Service outlines these seven principles to deliver the best service that ultimately leads to "no service": Eliminate dumb contacts Create engaging self-service Be proactive Make it easy to contact your company Own the actions across the company Listen and act Deliver great service experiences
Author: Philip Kotler, Hermawan Kartajaya, Iwan Setiawan
Publisher: John Wiley & Sons
Understand the next level of marketing The new model for marketing-Marketing 3.0-treats customers not as mere consumers but as the complex, multi-dimensional human beings that they are. Customers, in turn, are choosing companies and products that satisfy deeper needs for participation, creativity, community, and idealism. In Marketing 3.0, world-leading marketing guru Philip Kotler explains why the future of marketing lies in creating products, services, and company cultures that inspire, include, and reflect the values of target customers. Explains the future of marketing, along with why most marketers are stuck in the past Examines companies that are ahead of the curve, such as S. C. Johnson Kotler is one of the most highly recognized marketing gurus, famous for his "4 P's of Marketing" In an age of highly aware customers, companies must demonstrate their relevance to customers at the level of basic values. Marketing 3.0 is the unmatched guide to getting out front of this new tide sweeping through the nature of marketing.
Author: Jean-Jacques Lambin, Isabelle Schuiling
Publisher: Macmillan International Higher Education
Market-Driven Management adopts a broad approach to marketing, integrating the strategic and operational elements of the discipline. Lambin's unique approach reflects how marketing operates empirically, as both a business philosophy and an action-oriented process. Motivated by the increased complexity of markets, globalisation, deregulation, and the development of e-commerce, the author challenges the traditional concept of the 4Ps and the functional roles of marketing departments, focusing instead on the concept of market orientation. The book considers all of the key market stakeholders, arguing that developing market relations and enhancing customer value is the responsibility of every member of the organization, and that the development of this customer value is the only way for a firm to achieve profit and growth. New to this edition: - Greater coverage of ethical issues and corporate social responsibility; cultural diversity; value and branding and the economic downturn - Broad international perspective - Thoroughly revised to reflect the latest academic thinking and research With its unique approach, international cases and complementary online resources, this book is ideal for postgraduate and upper level undergraduate students of marketing, and for MBAs and Executive MBAs.
Marketing to Women
Author: Martha Barletta
Publisher: Dearborn Trade Publishing
Marketing expert Martha Barletta presents a business case for why marketing professionals should focus their undivided attention on the largest untapped market in the world - women. She then explains why and how women reach different brand purchase decisions than men, and provides a detailed guide for creating and executing a complete marketing plan that targets women. Some of the marketing insights offered include how female culture provokes different brand responses, buying patterns and purchase decisions.
Capitalise on big data to add value to your small business Written by bestselling author and big data expert Bernard Marr, Big Data For Small Business For Dummies helps you understand what big data actually is—and how you can analyse and use it to improve your business. Free of confusing jargon and complemented with lots of step-by-step guidance and helpful advice, it quickly and painlessly helps you get the most from using big data in a small business. Business data has been around for a long time. Unfortunately, it was trapped away in overcrowded filing cabinets and on archaic floppy disks. Now, thanks to technology and new tools that display complex databases in a much simpler manner, small businesses can benefit from the big data that's been hiding right under their noses. With the help of this friendly guide, you'll discover how to get your hands on big data to develop new offerings, products and services; understand technological change; create an infrastructure; develop strategies; and make smarter business decisions. Shows you how to use big data to make sense of user activity on social networks and customer transactions Demonstrates how to capture, store, search, share, analyse and visualise analytics Helps you turn your data into actionable insights Explains how to use big data to your advantage in order to transform your small business If you're a small business owner or employee, Big Data For Small Business For Dummies helps you harness the hottest commodity on the market today in order to take your company to new heights.