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Alerte marketing comprendre, anticiper, gérer les crises par Gauzente, Claire Publication : Bruxelles | [Paris] De Boeck 2005 . 1 vol. (159 p.) , Bibliogr. et webliogr. p. 143-145. Glossaire. Index 24 cm Date : 2005 Disponibilité : Exemplaires disponibles: La bibliothèque des Sciences Juridiques, Economiques et de Gestion (1),

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Bayesian statistics and marketing par Rossi,, Peter E. Publication : [S.l.] Wiley 2005 . 368 p. , The past decade has seen a dramatic increase in the use of Bayesian methods in marketing due, in part, to computational and modelling breakthroughs, making its implementation ideal for many marketing problems. Bayesian analyses can now be conducted over a wide range of marketing problems, from new product introduction to pricing, and with a wide variety of different data sources. Bayesian Statistics and Marketing describes the basic advantages of the Bayesian approach, detailing the nature of the computational revolution. Examples contained include household and consumer panel data on product purchases and survey data, demand models based on micro-economic theory and random effect models used to pool data among respondents. The book also discusses the theory and practical use of MCMC methods. Written by the leading experts in the field, this unique book: Presents a unified treatment of Bayesian methods in marketing, with common notation and algorithms for estimating the models. Provides a self-contained introduction to Bayesian methods. Includes case studies drawn from the authors’ recent research to illustrate how Bayesian methods can be extended to apply to many important marketing problems. Is accompanied by an R package, bayesm , which implements all of the models and methods in the book and includes many datasets. In addition the book’s website hosts datasets and R code for the case studies. Bayesian Statistics and Marketing provides a platform for researchers in marketing to analyse their data with state-of-the-art methods and develop new models of consumer behaviour. It provides a unified reference for cutting-edge marketing researchers, as well as an invaluable guide to this growing area for both graduate students and professors, alike. 25 cm. Date : 2005 Disponibilité : Exemplaires disponibles: La bibliothèque des Sciences Juridiques, Economiques et de Gestion (1),

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Bonnes pratiques en marketing du vin 20 études de cas de vins du monde par Mora, Pierre Publication : Paris éd. "La Vigne" | Dunod 2005 . 1 vol. (XI-186 p.) , Index 25 cm Date : 2005 Disponibilité : Exemplaires disponibles: La bibliothèque des Sciences Juridiques, Economiques et de Gestion (1),

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Commerce, industrie, le nouveau partenariat / par Vandaele, Michel Publication : [S.l.] : Vuibert, 1998 . 128 pages , Broché Date : 1998 Disponibilité : Exemplaires disponibles: La bibliothèque des Sciences Juridiques, Economiques et de Gestion (1),

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Definitive guide to direct & interactive marketing : how to select, reach & retain the right customers par Stone, Merlin. Publication : [S.l.] : Financial Times Management 2003 . 412 p. , We've all been on the receiving end of bad direct marketing. It's a waste of time and money and alienates more customers than it wins. Good direct marketing, on the other hand, is a totally different story. Some companies are so good at it that they manage to repeatedly target the right customers. Their direct marketing is so sharp that it closes the sale and so consistently useful that customers just keep coming back for more. More importantly, it is no longer a specialist function in a separate department. Few marketing managers can afford to be without a decent understanding of direct and interactive marketing. The Definitive Guide to Direct and Interactive Marketing is the essential handbook for anyone who needs to make sure their direct marketing works. Bad direct marketing isn't called junk mail for nothing. It's a waste of money and alienates more customers than it wins. This is a guide to effective direct marketing - the best and most cost-effective way of targeting, winning and retaining new customers. 25 cm. Date : 2003 Disponibilité : Exemplaires disponibles: La bibliothèque des Sciences Juridiques, Economiques et de Gestion (1),

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Dictionnaire de la communication d'entreprise par Morel, Philippe Publication : Paris Vuibert 2006 . 1 vol. (III-124 p.) , Bibliogr. p. 124 21 cm Date : 2006 Disponibilité : Exemplaires disponibles: La bibliothèque des Sciences Juridiques, Economiques et de Gestion (1),

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Engage! the complete guide for brands and businesses to build, cultivate, and measure success in the new web par Solis, Brian. Publication : Hoboken, N.J. Wiley 2011 . xx, 316 pages , "The ultimate guide to branding and building your business in the era of the Social Web?revised and updated with a Foreword by Ashton Kutcher Engage! thoroughly examines the social media landscape and how to effectively use social media to succeed in business?one network and one tool at a time. It leads you through the detailed and specific steps required for conceptualizing, implementing, managing, and measuring a social media program. The result is the ability to increase visibility, build communities of loyal brand enthusiasts, and increase profits. Covering everything you need to know about social media marketing and the rise of the new social consumer, Engage! shows you how to create effective strategies based on proven examples and earn buy-in from your marketing teams. Even better, you'll learn how to measure success and ROI. Introduces you to the psychology, behavior, and influence of the new social consumer Shows how to define and measure the success of your social media campaigns for the short and long term Features an inspiring Foreword by actor Ashton Kutcher, who has more than 5 million followers on Twitter Revised paperback edition brings the book completely up to date to stay ahead of the lightning fast world of social media Today, no business can afford to ignore the social media revolution. If you're not using social media to reach out to your customers and the people who influence them, who is? "-- 23 cm. Date : 2011 Disponibilité : Exemplaires disponibles: La bibliothèque des Sciences Juridiques, Economiques et de Gestion (1),

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et̊es-vous vraiment orienté clients ? le positionnement stratégique orienté clients par Lacroix-Sablayrolles, Hélène Publication : Paris Dunod 2006 . 1 vol. (XI-234 p.) , Bibliogr. p. 231. Index 22 cm Date : 2006 Disponibilité : Exemplaires disponibles: La bibliothèque des Sciences Juridiques, Economiques et de Gestion (1),

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Fonction, chef de produit marketing par Kratiroff, Hubert Publication : Paris Dunod 2004 . XII-336 p. , Glossaire. Index 24 cm Date : 2004 Disponibilité : Exemplaires disponibles: La bibliothèque des Sciences Juridiques, Economiques et de Gestion (1),

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Gagner de nouveaux clients la prospection efficace par Vendeuvre, Frédéric Publication : Paris Dunod 2005 . XIII-240 p. , Bibliogr. p. 239 24 cm Date : 2005 Disponibilité : Exemplaires disponibles: La bibliothèque des Sciences Juridiques, Economiques et de Gestion (1),

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Gestion de clientèles par Hamon, Carole Publication : Paris Dunod 2004 . XIII-368 p. , La couv. porte en plus : "NRC". NRC = Négociation et relation client | Bibliogr. p. 361. Index 24 cm Date : 2004 Disponibilité : Exemplaires disponibles: La bibliothèque des Sciences Juridiques, Economiques et de Gestion (1),

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Handbook of research in mass customization and personalization par Piller, Frank T. Publication : New Jersey World Scientific 2010 . 2 volumes (1122) pages , Papers presented at the 4th World Conference on Mass Customization and Personalization held in October 2007 at the Massachusetts Institute of Technology. 26 cm. Date : 2010 Disponibilité : Exemplaires disponibles: La bibliothèque des Sciences Juridiques, Economiques et de Gestion (1), La bibliothèque des Sciences Juridiques, Economiques et de Gestion (1),

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Identity and strategy : how individual visions enable the design of a market strategy that works par Rughase, Olaf G. Publication : [S.l.] Edward Elgar Publishing 2007 . 256 p. , This groundbreaking book explores the relationship between organizational identity and strategy and proposes a practical strategy making process that helps to avoid the typical pitfalls in strategic change processes. In doing so, the author bridges an important gap in management and strategy literature and explains how to practically link content and process when designing market strategies. A new conceptual framework is also presented which emphasizes the importance and dynamics of organizational identity and corresponding time discrepancies for strategy making. Whilst most strategists use the economically and analytically 'best' strategy as a measure, Olaf Rughase introduces a new measure for strategy making that takes personal feelings, values and aspirations of organizational members into account.Claiming that individually desired organizational identities - which can be seen as individual visions - give direction, motivation and impetus for strategy action and development, he suggests reaching a shared desired organizational identity which should then be taken as a strategy measure. Using rational and analytical factors the shared desired identity is then challenged and evolved until an attainable market strategy that works in practice is reached. In this way, he also shows how the organization's customers can be closely connected to organizational identity in practical strategy making. By weaving both practice and theory together, this fascinating book provides a fresh voice on compelling management issues and will be invaluable to academics, researchers, practitioners, consultants and students with an interest in strategic and organizational management. 24 cm. Date : 2007 Disponibilité : Exemplaires disponibles: La bibliothèque des Sciences Juridiques, Economiques et de Gestion (1),

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Industrial organization markets and strategies par Belleflamme, Paul. Publication : Cambridge, UK | New York Cambridge University Press 2010 . xxi, 702 pages , "Industrial Organization: Markets and Strategies provides an up-to-date account of modern industrial organization that blends theory with real-world applications. Written in a clear and accessible style, it acquaints the reader with the most important models for understanding strategies chosen by firms with market power and shows how such firms adapt to different market environments. It covers a wide range of topics including recent developments on product bundling, branding strategies, restrictions in vertical supply relationships, intellectual property protection, and two-sided markets, to name just a few. Models are presented in detail and the main results are summarized as lessons. Formal theory is complemented throughout by real-world cases that show students how it applies to actual organizational settings. The book is accompanied by a website containing a number of additional resources for lecturers and students, including exercises, answers to review questions, case material and slides"--Provided by publisher. | "Among the numerous decisions taken by firms is the make-or-buy decision, whereby firms compare the costs and benefits of manufacturing a product or service against purchasing it. Typically, the firm will prefer the 'make' option over the 'buy' option if the purchase price is higher than the in-house manufacturing cost or if outside suppliers are unreliable. Naturally, the firm must also have the necessary skills and equipment to meet its own product standards. There is a clear analogy between this generic dilemma and the decision process that led us to write this book. As industrial organization teachers since the start of our academic careers, we have both long relied on existing textbooks to support our courses. Yet, through the years, our needs became different from the offers of outside suppliers. That is, the 'make' option started to become more tempting than the 'buy' option"--Provided by publisher. 26 cm. Date : 2010 Disponibilité : Exemplaires disponibles: La bibliothèque des Sciences Juridiques, Economiques et de Gestion (1),

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Ingredient branding : making the invisible visible par Kotler,, Philip. Publication : [S.l.] Springer 2010 . 413 p. , An Ingredient Brand is exactly what the name implies: an ingredient or component of a product that has its own brand identity. This is the first comprehensive book that explains how Ingredient Branding works and how brand managers can successfully improve the performance of component marketing. The authors have examined more than one hundred examples, analyzed four industries and developed nine detailed case studies to demonstrate the viability of this marketing innovation. The new concepts and principles can easily be applied by professionals. In the light of the success stories of Intel, GoreTex, Dolby, TetraPak, Shimano, and Teflon it can be expected that component suppliers will increasingly use Ingredient Branding strategies in the future. 25 cm. Date : 2010 Disponibilité : Exemplaires disponibles: La bibliothèque des Sciences Juridiques, Economiques et de Gestion (1),

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International marketing emerging markets par Zou, Shaoming. Publication : Bingley Emerald 2011 . 1 online resource (300 pages). , Annotation. The global financial crisis has accelerated the shift of economic power from the West to the East. The emerging markets have become the main engine of global economic growth and firms from emerging markets are playing an increasingly important role in glo. Date : 2011 Disponibilité : Exemplaires disponibles: La bibliothèque des Sciences Juridiques, Economiques et de Gestion (1),

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L'e-mail marketing concevoir et lancer une campagne de marketing direct via le mail par Claeyssen, Yan Publication : Paris Dunod 2005 . 1 vol. (XII-225 p.) , Bibliogr. p. 225. Webliogr., 1 p. Glossaire 24 cm Date : 2005 Disponibilité : Exemplaires disponibles: La bibliothèque des Sciences Juridiques, Economiques et de Gestion (1),

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