Les concepts clés du digital / Vincent DUTOT

Public ISBD Titre : Les concepts clés du digital Type de document : texte imprimé Auteurs : Vincent DUTOT, Auteur ; Charles Perez, Auteur Editeur : Levallois-Perret : Studyrama Année de publication : 2018 Collection : #Digital Importance : 1 vol. (208 p.) Présentation : ill. en coul., couv. ill Format : 20 cm ISBN/ISSN/EAN : 978-2-7590-3840-4 Prix : 15 EUR Langues : Français (fre) Catégories : Commerce électronique Intelligence artificielle Internet -- Aspect économique Internet en milieu de travail Marketing digital Réseau social Sécurité informatique Traitement de l'information Webmarketing Index. décimale : 658.05 Traitement de l'information dans l'entreprise Résumé : La 4e de couverture indique : "Marketing Automation, Intelligence artificielle, SEO, e-retail, data storytelling. Des mots qui accompagnent votre quotidien. Pour autant, savez-vous vraiment à quoi ces termes renvoient ' Cette question a été le fil conducteur de cet ouvrage qui rassemble plus de 25 fiches sur les concepts clés du digital. Ces concepts vous seront présentés en trois familles : stratégie, technique et cadres d'applications. Chaque fiche offre au lecteur, qu'il soit étudiant, professionnel, novice ou expert, une vision générale du concept : définition, bons usages, métiers liés, acteurs principaux et exemples d'application. À vous maintenant de le lire que ce soit dans l'ordre ou dans le désordre !" Les concepts clés du digital [texte imprimé] / Vincent DUTOT, Auteur ; Charles Perez, Auteur . - Studyrama, 2018 . - 1 vol. (208 p.) : ill. en coul., couv. ill ; 20 cm. - (#Digital) . ISBN : 978-2-7590-3840-4 : 15 EUR Langues : Français (fre) Catégories : Commerce électronique Intelligence artificielle Internet -- Aspect économique Internet en milieu de travail Marketing digital Réseau social Sécurité informatique Traitement de l'information Webmarketing Index. décimale : 658.05 Traitement de l'information dans l'entreprise Résumé : La 4e de couverture indique : "Marketing Automation, Intelligence artificielle, SEO, e-retail, data storytelling. Des mots qui accompagnent votre quotidien. Pour autant, savez-vous vraiment à quoi ces termes renvoient ' Cette question a été le fil conducteur de cet ouvrage qui rassemble plus de 25 fiches sur les concepts clés du digital. Ces concepts vous seront présentés en trois familles : stratégie, technique et cadres d'applications. Chaque fiche offre au lecteur, qu'il soit étudiant, professionnel, novice ou expert, une vision générale du concept : définition, bons usages, métiers liés, acteurs principaux et exemples d'application. À vous maintenant de le lire que ce soit dans l'ordre ou dans le désordre !"

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Digital marketing: strategy, implementation and practice / Dave Chaffey ; Fiona Ellis-Chadwick

Public ISBD Titre : Digital marketing: strategy, implementation and practice Type de document : texte imprimé Auteurs : Dave Chaffey ; Fiona Ellis-Chadwick Editeur : Pearson : Harlow Année de publication : 2019 Importance : xxx, 545p ISBN/ISSN/EAN : 978-1-292-24157-9 Langues : Anglais (eng) Catégories : Commerce électronique Index. décimale : 658.84 Canaux de distribution Résumé : Digital Marketing provides the most comprehensive guide to all aspects of using the Internet, digital media and marketing technology to achieve the goals of integrated multichannel marketing. This streamlined seventh edition provides comprehensive, practical guidance on how companies can get the most out of digital media and technology to meet their marketing goals. Digital Marketing links marketing theory with practical business experience through case studies from cutting edge companies such as ASOS, Spotify, Zalando and Zappos, to help students understand digital marketing in the real world. To support this, new ‘Essential Digital Skills’ boxes give students guidance on how to develop key skills they will need in the workplace. Readers will learn best practice frameworks for developing a digital marketing strategy, plus success factors for key digital marketing techniques including search marketing, conversion optimisation and digital communications using social media including Twitter and Facebook. Note de contenu : Part 1 Digital marketing fundamentals 1 Introducing digital marketing 2 Online marketplace analysis: micro-environment 3 The digital macro-environment Part 2 Digital marketing strategy development 4 Digital marketing strategy 5 Digital media and the marketing mix 6 Relationship marketing using digital platforms Part 3 Digital marketing: implementation and practice 7 Delivering the digital customer experience 8 Campaign planning for digital media 9 Marketing communications using digital media channels 10 Evaluation and improvement of digital channel performance Digital marketing: strategy, implementation and practice [texte imprimé] / Dave Chaffey ; Fiona Ellis-Chadwick . - Pearson : Harlow, 2019 . - xxx, 545p. ISBN : 978-1-292-24157-9 Langues : Anglais (eng) Catégories : Commerce électronique Index. décimale : 658.84 Canaux de distribution Résumé : Digital Marketing provides the most comprehensive guide to all aspects of using the Internet, digital media and marketing technology to achieve the goals of integrated multichannel marketing. This streamlined seventh edition provides comprehensive, practical guidance on how companies can get the most out of digital media and technology to meet their marketing goals. Digital Marketing links marketing theory with practical business experience through case studies from cutting edge companies such as ASOS, Spotify, Zalando and Zappos, to help students understand digital marketing in the real world. To support this, new ‘Essential Digital Skills’ boxes give students guidance on how to develop key skills they will need in the workplace. Readers will learn best practice frameworks for developing a digital marketing strategy, plus success factors for key digital marketing techniques including search marketing, conversion optimisation and digital communications using social media including Twitter and Facebook. Note de contenu : Part 1 Digital marketing fundamentals 1 Introducing digital marketing 2 Online marketplace analysis: micro-environment 3 The digital macro-environment Part 2 Digital marketing strategy development 4 Digital marketing strategy 5 Digital media and the marketing mix 6 Relationship marketing using digital platforms Part 3 Digital marketing: implementation and practice 7 Delivering the digital customer experience 8 Campaign planning for digital media 9 Marketing communications using digital media channels 10 Evaluation and improvement of digital channel performance

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Feasibility of an online marketplace for the pet industry in Paris / Marie-Claire Mrejen

Public ISBD Titre : Feasibility of an online marketplace for the pet industry in Paris Type de document : texte imprimé Auteurs : Marie-Claire Mrejen, Directeur de thèse Editeur : PSB Année de publication : 2018 Importance : 736 p Note générale : mémoire Langues : Anglais (eng) Catégories : Marché Place de marché électronique Services divers secteur Mots-clés : I/S success model  Pets  e-commerce  Online Marketplace  Start-up  Business Plan Index. décimale : 658.83 Etudes et analyse des marchés Résumé : The purpose of our research is to evaluate the feasibility of an online-marketplace for pet owners and pet suppliers in Paris, this includes providing a wide range of products and services on line in a limit amount of tiime delivered to their homes. The motive is to understand if there is a market opportunity in Paris for the pet industry in an online scale. Nowadays, pets have become a replacement for children said Jean Twenge, a psychology professor at San Diego State University and author of "Generation Me": They are less expensive and can bring companionship even when people are not prepared to live with someone or get married. There is not enough evidence in literature to evaluate this tendency in Paris that is why we would like to research how strong this tendency really is so it can possibly be an opening door to a new market. In the first sections, we understand what the key factors are for a successful online marketplace. We analyze deeply the pet industry in Paris and we explain how we conducted a Survey in order to understand consumers and collect valuable data. In teh Following sections we analyze different concepts on the basis of the responses, drow conclusions and map competitors in the market. Finally this research would help entrepreneurs and investors understand if there is an online market Opportunity in Paris for the pet industry. Feasibility of an online marketplace for the pet industry in Paris [texte imprimé] / Marie-Claire Mrejen, Directeur de thèse . - [S.l.] : PSB, 2018 . - 736 p. mémoire Langues : Anglais (eng) Catégories : Marché Place de marché électronique Services divers secteur Mots-clés : I/S success model  Pets  e-commerce  Online Marketplace  Start-up  Business Plan Index. décimale : 658.83 Etudes et analyse des marchés Résumé : The purpose of our research is to evaluate the feasibility of an online-marketplace for pet owners and pet suppliers in Paris, this includes providing a wide range of products and services on line in a limit amount of tiime delivered to their homes. The motive is to understand if there is a market opportunity in Paris for the pet industry in an online scale. Nowadays, pets have become a replacement for children said Jean Twenge, a psychology professor at San Diego State University and author of "Generation Me": They are less expensive and can bring companionship even when people are not prepared to live with someone or get married. There is not enough evidence in literature to evaluate this tendency in Paris that is why we would like to research how strong this tendency really is so it can possibly be an opening door to a new market. In the first sections, we understand what the key factors are for a successful online marketplace. We analyze deeply the pet industry in Paris and we explain how we conducted a Survey in order to understand consumers and collect valuable data. In teh Following sections we analyze different concepts on the basis of the responses, drow conclusions and map competitors in the market. Finally this research would help entrepreneurs and investors understand if there is an online market Opportunity in Paris for the pet industry.

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How can luxury brands keep their legitimacy and rarity while facing the emergence of e-commerce: a focus on millennials / Yue Zhao

Public ISBD Titre : How can luxury brands keep their legitimacy and rarity while facing the emergence of e-commerce: a focus on millennials Type de document : texte imprimé Auteurs : Yue Zhao, Directeur de thèse ; Léa Salandra, Candidat ; Marie Thévenet Defontenay, Auteur Année de publication : 2018 Note générale : mémoire Langues : Anglais (eng) Catégories : Commerce électronique Industrie du luxe secteur Jeune Produit de luxe Mots-clés : luxury industry  rarity  luxury online  e-commerce  millennials  luxury opportunities Index. décimale : 658.8 Gestion de la distribution (Marketing) Résumé : Purpose - The luxury industry is very different from any other industry mostly due to its codes and to values that are core to its essence : rarity and authenticity. Yet as any industry, the luxury sector is facing the challenge of e-commerce. The incompatibility between the internet and luxury have been commonly assumed, but the reality demonstrates that e-commerce is growing at a rapid pace within the luxury sector achieving 9% market share in 2017 and experiencing a 24% growth compared to 2016. This creates an unavoidable managerial challenge for luxury brands. Therefore, the purpose of this paper is to question the perceived impact of e-commerce, which by nature is designed to be accessible to all, on luxury brand’s rarity and authenticity. Research question – How can luxury brands keep their legitimacy and rarity while facing the emergence of e-commerce: a focus on millennials. Methodology - Based on literature review and a mixed methodology design – e.g. qualitative and quantitative - researchers tackle the numerous challenges of the research topic. The choice of the methodology is explained by the importance to adopt both a customer and a managerial point of view. Quantitative data used in the paper were gathered through an online survey and totalise 218 respondents, most of them being Millennials. Respondents answered five-point Likert scale taken from existing literature; and results were analysed with SPSS software and SmartPLS. Qualitative data were collected through semi-structured interviews, with a total of 6 interviewees. Findings - The research reveals that evaluation of the e-shop influence the perceived rarity of luxury brand. The better the online experience is, the less impacted is the perceived rarity, here the coefficient is negative. However, researchers have found that the motivations and the previous online purchasing experience do not moderate this relation. To interviewees it is mandatory to offer customers an extraordinary experience online and according to them, the use of e-commerce as a distribution channel is no longer a question but a self-evidence, and even if e-commerce and luxury are by essence antagonist, today, they seem to get along well without any damage on perceived rarity. Note de contenu : PART 1: Theoretical framework I. Concept of luxury a. The essence of luxury b. Scarcity : inherent to the concept of luxury c. Motivations toward luxury purchase d. New challenges redefining the concept of luxury II. E-commerce and rarity a. Internet and luxury main paradox b. The distribution dilemma c. Approaches to maintained perceived rarity online III. Online retailing: a growing reality a. E-commerce is gaining momentum b. Luxury consumers appetence for online shopping c. New actors redefining the rules IV. Luxury online : main challenges a. Advantages and drawbacks of shopping luxury online b. The challenge of online luxury experience V. New consumer segment : Millennias, a reality ? a. Characteristics and main expectations toward luxury brands b. Demographics c. Consumer behaviour d. Attitude toward luxury e. Attracting Millennials : a necessity How can luxury brands keep their legitimacy and rarity while facing the emergence of e-commerce: a focus on millennials [texte imprimé] / Yue Zhao, Directeur de thèse ; Léa Salandra, Candidat ; Marie Thévenet Defontenay, Auteur . - 2018. mémoire Langues : Anglais (eng) Catégories : Commerce électronique Industrie du luxe secteur Jeune Produit de luxe Mots-clés : luxury industry  rarity  luxury online  e-commerce  millennials  luxury opportunities Index. décimale : 658.8 Gestion de la distribution (Marketing) Résumé : Purpose - The luxury industry is very different from any other industry mostly due to its codes and to values that are core to its essence : rarity and authenticity. Yet as any industry, the luxury sector is facing the challenge of e-commerce. The incompatibility between the internet and luxury have been commonly assumed, but the reality demonstrates that e-commerce is growing at a rapid pace within the luxury sector achieving 9% market share in 2017 and experiencing a 24% growth compared to 2016. This creates an unavoidable managerial challenge for luxury brands. Therefore, the purpose of this paper is to question the perceived impact of e-commerce, which by nature is designed to be accessible to all, on luxury brand’s rarity and authenticity. Research question – How can luxury brands keep their legitimacy and rarity while facing the emergence of e-commerce: a focus on millennials. Methodology - Based on literature review and a mixed methodology design – e.g. qualitative and quantitative - researchers tackle the numerous challenges of the research topic. The choice of the methodology is explained by the importance to adopt both a customer and a managerial point of view. Quantitative data used in the paper were gathered through an online survey and totalise 218 respondents, most of them being Millennials. Respondents answered five-point Likert scale taken from existing literature; and results were analysed with SPSS software and SmartPLS. Qualitative data were collected through semi-structured interviews, with a total of 6 interviewees. Findings - The research reveals that evaluation of the e-shop influence the perceived rarity of luxury brand. The better the online experience is, the less impacted is the perceived rarity, here the coefficient is negative. However, researchers have found that the motivations and the previous online purchasing experience do not moderate this relation. To interviewees it is mandatory to offer customers an extraordinary experience online and according to them, the use of e-commerce as a distribution channel is no longer a question but a self-evidence, and even if e-commerce and luxury are by essence antagonist, today, they seem to get along well without any damage on perceived rarity. Note de contenu : PART 1: Theoretical framework I. Concept of luxury a. The essence of luxury b. Scarcity : inherent to the concept of luxury c. Motivations toward luxury purchase d. New challenges redefining the concept of luxury II. E-commerce and rarity a. Internet and luxury main paradox b. The distribution dilemma c. Approaches to maintained perceived rarity online III. Online retailing: a growing reality a. E-commerce is gaining momentum b. Luxury consumers appetence for online shopping c. New actors redefining the rules IV. Luxury online : main challenges a. Advantages and drawbacks of shopping luxury online b. The challenge of online luxury experience V. New consumer segment : Millennias, a reality ? a. Characteristics and main expectations toward luxury brands b. Demographics c. Consumer behaviour d. Attitude toward luxury e. Attracting Millennials : a necessity

Le marketing mobile / Aurélie Guerrieri 

Public ISBD Titre : Le marketing mobile : comprendre, influencer, distribuer, monétiser Type de document : texte imprimé Auteurs : Aurélie Guerrieri, Auteur ; Éric Dosquet, Auteur ; FREDERIC DOSQUET, Auteur Editeur : Malakoff : Dunod Année de publication : DL 2016 Collection : Marketing - communication Importance : 1 vol. (IV-291 p.) Présentation : ill. Format : 22 cm ISBN/ISSN/EAN : 978-2-10-075231-7 Prix : 25 EUR Langues : Français (fre) Catégories : Commerce électronique Marketing mobile Stratégie de marque Vente à distance Vente directe Vente par téléphone Index. décimale : 658.872 Organisations de vente par correspondance Résumé : Le mobile est devenu un média plus important que le Web : plus de la moitié du trafic Internet se fait depuis des smartphones et tablettes. Le mobile est donc LE média à investir pour les annonceurs. Mais comment le conquérir' Comment être visible' Comment entrer dans l'intimité du client sans être intrusif'Le mobile permet une relation de proximité avec le client et en temps réel, mais est aussi plus complexe que le "Web classique". Alors que 75% des applications ne sont pas téléchargées plus de 15 fois et que 90% sont désinstallées après une semaine, il convient de se distinguer par un marketing plus pertinent, plus ciblé et plus rentable.Le mobile est une révolution, le marqueur d'une nouvelle ère. Cet ouvrageoffre une vision à 360°du marketing mobile, illustrée d'exemples concrets,de témoignages et de cas pratiques. Il permet d'en comprendre les enjeux puispropose une méthodologie pour maîtriser ses marchés, distribuer ses contenus etmonétiser son trafic. En ligne : https://www.amazon.fr/Marketing-mobile-Comprendre-influencer-distribuer/dp/21007 [...] Le marketing mobile : comprendre, influencer, distribuer, monétiser [texte imprimé] / Aurélie Guerrieri, Auteur ; Éric Dosquet, Auteur ; FREDERIC DOSQUET, Auteur . - Dunod, DL 2016 . - 1 vol. (IV-291 p.) : ill. ; 22 cm. - (Marketing - communication) . ISBN : 978-2-10-075231-7 : 25 EUR Langues : Français (fre) Catégories : Commerce électronique Marketing mobile Stratégie de marque Vente à distance Vente directe Vente par téléphone Index. décimale : 658.872 Organisations de vente par correspondance Résumé : Le mobile est devenu un média plus important que le Web : plus de la moitié du trafic Internet se fait depuis des smartphones et tablettes. Le mobile est donc LE média à investir pour les annonceurs. Mais comment le conquérir' Comment être visible' Comment entrer dans l'intimité du client sans être intrusif'Le mobile permet une relation de proximité avec le client et en temps réel, mais est aussi plus complexe que le "Web classique". Alors que 75% des applications ne sont pas téléchargées plus de 15 fois et que 90% sont désinstallées après une semaine, il convient de se distinguer par un marketing plus pertinent, plus ciblé et plus rentable.Le mobile est une révolution, le marqueur d'une nouvelle ère. Cet ouvrageoffre une vision à 360°du marketing mobile, illustrée d'exemples concrets,de témoignages et de cas pratiques. Il permet d'en comprendre les enjeux puispropose une méthodologie pour maîtriser ses marchés, distribuer ses contenus etmonétiser son trafic. En ligne : https://www.amazon.fr/Marketing-mobile-Comprendre-influencer-distribuer/dp/21007 [...]

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