The increasing integration of Web 2.0-based techniques by museums illustrates the profound changes that have taken place in the construction of their relations with the public. The use of these mechanisms, based on a logic of participation, means that visitors, who have traditionally been kept remot...

International audience Sociotechnical approach followed in this paper evaluates the real marketing opportunities of Twitter. It starts from a discourse analysis "SoLoMo" (for Social, Local and Mobile), integrating social logic involved, analyzing the incentives of the device as well as the limitatio...

Urban and contemporary art is becoming renowned in north-eastern Paris and is becoming an object of tourism. The works produced are part of territorial marketing, so artists have to deal with economic, political and artistic realities. The evolution of urban and contemporary art, its institutionalis...

Current reflections on journalism ethics reflect the structural contradictions of this activity at the intersection of the political and economic fields. The profession of journalist is currently threatened by the growing importance of economic considerations in press companies, by the technological...

4th edition How to choose and establish a relationship? How can the organisation be adapted to implement the chosen strategy? How can we analyse the many customer data collected to make the best decisions? What tools are used to support the relational strategy? Managing the client relationship is th...

Opioid Alternative Treatment (TSO) was introduced in France in the mid-1990s in a controversial context. The pharmaceutical laboratory found it difficult to obtain a marketing authorisation for BHD in the French health and political situation at the time. France is changing its paradigm in the care...

International audience Stories are an important tool to create shared meanings about ventures and entrepreneurs. To analyze how storytelling contributes to legitimacy, identity and resources access, data was collected from press articles (2005-2016) about a french small business Michel & Augustin. T...

Ở Việt Nam, số lượng thẻ ngân hàng phát hành hiện nay tăng rất nhanh, đã mở ra nhiều cơ hộikinh doanh cho các ngân hàng. Tuy nhiên, khó khăn lớn nhất mà hệ thống ngân hàng ViệtNam gặp phải là thói quen sử dụng tiền mặt từ lâu đời trong dân cư. Thói quen này thật khóthay đổi. Thực tế, mặc dù đã có th...

1880 1890 50 10

Involvement of creative individuals in innovation processes is a major challenge. However, their identification is particularly difficult. Mental imagery has often been highlighted in psychology for its involvement in creative processes. This Communication examines the relationship between individua...

National audience one and a half billion internet users are connected on social networks... A reality that businesses must take into account, as this is a powerful vehicle for communication, collaboration and value creation. While Facebook and Twitter have become indispensable, new players such as G...

The aim of the work is to investigate the guiding affirmative effect that the Internet influences strategic changes in companies. The topic is relevant as there are indications that the Internet is rapidly evolving from a communication tool to a diagnostic and prognostic tool, opening up areas for c...

Since 2007 and the election campaign in Ségolène Royal, ‘Desir d’avenir’, communicators, activists and activists have been using the potential of socio-technical devices for their candidates and for the spread of their ideas. Social media have profoundly changed the communication strategy of campaig...

Election campaigns are the moments of political life where the link between intimate and politics is best observed. Since the 1950s in the United States (see Eisenhower’s campaign in 1952, Kennedy’s campaign a few years later), political communication has celebrated candidates’ personal lives in ele...

The mid-range clothing market is a sector in which the competitive intensity is full. Influential actors have little to do with small ones. Thus, market shares are essentially divided between the major brands Diesel, Replay, G-Star, Japan RAGS, Melting Pot, Pepe Jeans and Energie. However, this mark...

Kotler on Marketing Let us begin at the beginning – namely, with a brief consideration of what we mean by the term “Marketing.” Quite convincingly, Phil Kotler (1991) has defined “Marketing” as “a social and managerial process by which individuals and groups obtain what they need and want through cr...

Relationship marketing has long been a possibility for companies to differentiate in their markets, and some concepts are widely studied in this direction, especially loyalty. In that context, this study proposed to validate a model that presents the relationship between a number of variables backgr...

'pb' The invariable long time of human condition, ageing, as a result of technological advances in science and medicine coupled with a massive marketing and communication policy, is turning into a process that needs to be curtailed, reversed or even cancelled.’/PB 'pbD is the current situation, with...

In this paper we demonstrate why executives and academics should consider thinking about e-business models. We show that the business model concept is an interesting tool for understanding, designing, sharing, measuring, changing and even simulating businesses. Based on an extensive review of e-busi...

Institut für Mittelstandsforschung Bonn (Hrsg.) : Working Paper 04/14

1 19 11

winegrowing landscapes link nature to culture, have seen growing heritage in Europe, responding to societal demand and a need for recognition of the sector. At the same time, the wine economy has experienced globalisation and illustrates the complexity of the relationship between local and global. O...

International audience

This chapter focuses on a set of actors who played a crucial role in the domestication of social media by marketing. It presents an exploration of the business of social media marketing agencies. The domestication of word of mouth on social media sites by marketing is not self-evident. The chapter d...

International audience <p>The article is structured in four parts. The first is devoted to a brief presentation of relationship marketing and economic concepts suggested for its management. The second part summarizes the company and its peculiarities and ends with a brief description of the ABC mode...