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How to build closeness with end-clients: contribution of novelty and dissimilarity



33ème Congrès International de l'Association Française du Marketing, Tours, 2017

Tiphaine Gorlier and Géraldine Michel

Conference

This research focuses on the polymorphous concept of closeness, applied to the relationship between a brand and its end-clients. Through a literature review and seventeen interviews with professionals in various sectors, our goal is to gain better insights into the closeness strategies deployed b...

Is it enough to be customer oriented? The ethical use of social influence principles for selling.



Décisions Marketing, 2017

Eric Julienne and A.Banikema

Article

Over the last 30 years, customer orientation has been the dominant paradigm for sellers who want to build long- term relationships with customers (Saxe and Weitz, 1982). On the other hand, social influence techniques (seller’s sympathy, gifts which induce reciprocity, etc.) is suspected of being ...

A history of the brand management system



CHARM Conference, Juin 2017, Liverpool, 2017

Isabelle Aimé, Fabienne Berger-Remy et Marie-Eve Laporte

Conference

Purpose – This essay aims to describe the origins of the Brand Management System (BMS) and to examine the factors influencing the changes and mutations that the BMS has encountered in order to assess its potential effectiveness in today’s digitalized environment. Methodology/approach – The paper ...

Au coeur de la marque, les clés du management de la marque



Dunod, 3ème édition, 2017

Géraldine Michel

Book

Cet ouvrage présente les outils essentiels au management de la marque. Une approche à long terme est développée en s’appuyant sur de nombreux cas d’entreprises issues des secteurs B to C et B to B. Cette troisième édition propose de nouvelles expertises sur la légitimité de la marque, la construc...

Reviving sleeping beauty brands by rearticulating brand heritage



Journal of Business Research, 2016

Delphine Dion et Gérald Mazzalovo

Article

This study investigates the marketing strategies used to revive “sleeping beauties”, that is, brands that are no lon- ger active on the market but which retain potential brand equity that can be conjured up in the minds of con- sumers by rearticulating the brand’s heritage. Drawing on inter...