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Ce blog se veut un lieu de réflexion, de recherche et d'échange sur les pouvoirs du consommateur dans ses relations avec les marques et les produits. Nous proposons des résultats et pistes de recherche académiques et managériales et offrons une série de définitions et une bibliographie. Découvrez les nouvelles stratégies marketing (Empowerment, Co-creation, Viral, BAO on line, etc.) et des acteurs clés (Leader d'opinion, Lead-user, Emergent nature, etc).
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Une histoire ancienne La participation, la coproduction et la co-création du client ne sont pas des idées marketing très nouvelles. Mais...
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Source : Extraits adaptés de Filser M et Vernette E. (2011), Quels pouvoirs pour le consommateur ? (Editorial), Décisions Marketing , 61, 5-...
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Viral marketing Do you remember " The Tipping Point" , Malcolm Gladwell's best-seller ? I'ts about how trends work. Glad...
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Abstract Preparing a media plan aimed at opinion leaders requires accurately identifying and describing the attributes of this target as we...
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N ous avons rédigé avec Elisabeth Tissier-Desbordes un éditorial pour le numéro 37 de revue Décisions Marketing , intitulé " Le r...
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Un article récent de Courrier international reprenait un article provocateur de Rachel Feintzeig, publié dans le Wall street Journal , ...
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This post summarizes the results (part 2) of a research undertaken by Eric Vernette, Professor at the Center for Research in Manage...
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A recent article published in Marketing Science ( 2011 March-april), by Iyengar, Van den Bulte et Valente gives us some interesting hi...
