Eric Julienne has a PhD in management sciences, cum laude of economics and management, and former executive of Hewlett-Packard. His work focuses on the problem of the relationship between consumers and brands, and more specifically on the issues of loyalty and strategies of Loyalty. He is the author of scientific publications and book chapters on this topic.
Research Fields
- Customer Relationship
- Strategic Marketing
- Key Account Management
- Operational Marketing
Articles
Is it enough to be customer-oriented to succeed in selling, Decisions Marketing, N ° 87, June-September 2017 (Julienne and Banikema)
The role of the facets of involvement in the consumer-brand relationship, Innovation and Marketing Review, N ° 4, January 2017, Volume 1 (Julienne)
Relational strategy: the duration commitment contract: a relevant device in a relational strategy, Decisions Marketing, n ° 78, April-June 2015 (Julienne, Eric)
The 6 dimensions of the customer strategy, Review of Innovation and Marketing, 2014 (Julienne E.)
The link between the consumer and his actions, Research and Applications in Marketing , 2013 (Julienne E.)
Conferences
The relationship quality of multifidel customers with their brands, 33rd Congress of the French Marketing Association, 17-19 May 2017, Tours (Julienne E.)
Is it enough to be customer oriented? The ethical use of the principles of social influence in sales, 30th Congress of the AFM, 15-16 May 2014, Montpellier (Julienne and Banikema)
The 6 dimensions of the customer strategy, International Symposium on the “role of marketing innovation in business development”, 26 and 27 November 2013, Sidi Bel-Abbés, Algeria (Julienne E.)
Time commitment contracts: a relevant practice?, Congress of the French Marketing Association, 2011, (Julienne, E.)
Are commitment antecedents the same across multibrand and loyal consumers?, International Conference Marketing Trends, Venezia, 2010 (Juienne E.)
Attitudes or behaviors: What are the best predictors of engagement?, Conference of the French Marketing Association, London, 2009, (Julienne E.)
The International Marketing Trend Conference, Paris, 2009, (Julienne E.)
Fixed-term service contracts: a way of making customers more loyal?, Proceedings of the 27th Congress of the French Marketing Association, Brussels, 2011, 18-20 May
Are commitment antecedents the same across multi-brand loyal and united-brand loyal consumers?, Acts of the 9th International Trends Marketing Congress, Venice, 2010, January 21st-23rd
Attitudes or behaviors: what are the best predictors of consumer commitment?, Proceedings of the 25th Congress of the French Marketing Association, London, 2009, May 14th and 15th
Acting from the 8th International Marketing Trends Congress, Paris, 2009, January 15th-17th
Attitudes or behaviors: What are the best predictors of engagement?, Congress of the French Marketing Association, London, 2009
Communications
Performance relationnelle des vendeurs : les apports du modèle Tétraclasse, Congrès International de l’Association Française du Marketing, 2018 , Strasbourg (Julienne et Llosa)
Book Chapters
Recherches en Stratégie Client : 20 idées à découvrir, white paper, 2018, (Julienne, Llosa, Renaudin et Jacob)
Relations between consumers and brands, in G. Michel (coord.), Transversal management of the brand: for a decompartmentalization of the brand in companies, 2013, Paris: Dunod, (Julienne E and Portal-Josion M.)
Manage Customer Portfolio, in Volle (coord.), Customer Strategy, Pearson, 2012, (Julienne and N’Goala)
Earn customer trust, in Volle (coord.), Customer Strategy, Pearson, 2012, (Gauzente, Julienne, N’Goala and Stevens)