The postmodern paradigm based on a cultural and a symbolic perspective in marketing and consumer behaviour research … emerges from the criticism of the utilitarian logic that has prevailed in the research community in marketing and led …. As shown by Bergadaà (2006), researchers engaged in this path consider that the role of marketing in the contemporary …

This paper's objective is to stress the interest for both innovators and designers of a marketing concept that has been … marketing study on hedonic and symbolic brand value perception which we present here. Firstly, we draw upon the hedonic and … symbolic perceived value in the marketing literature. We then discuss the results of our survey, conducted in a French mass …

Jamendo is a website for the legal, free downloading of music. This platform of "free" online music, the biggest in the … artists' point of view. Does Jamendo simply represent a great opportunity for amateurs to showcase their music and win an … audience? Or is Jamendo also capable of attracting professional artists, for whom earning an income from their music is …

Après avoir montré de quelle manière l'histoire officielle du marketing est actuellement remise en cause, le chapitre … se donne pour objectif de mieux comprendre comment le marketing a évolué depuis près de deux siècles. Pour ce faire, nous … exposons tout d'abord la controverse sur l'origine du marketing, puis nous présentons quelques pratiques et institutions …

-analysis in marketing research. Meta-analysis is the statistical analysis of a large collection of results from individual studies … stages of meta-analysis, two applications of meta-analytic procedure in marketing are presented and recommendations are … suggested for marketing researchers who want to perform a meta-analysis accurately. …

stratégies marketing mis en œuvre pour gagner en notoriété, en image et en fréquentation. Chacun des objectifs marketings sont … présentés pour illustrer l'importance d'un plan marketing pour assurer la réussite commerciale du réseau. …

, sales and others. An analysis of these differences is given in the dissertation followed by two local marketing proposals …