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The impact of online word-of-mouth on television show viewership: An inverted U-shaped temporal dynamic

Cadario, Romain - Université Paris-Dauphine (Paris IX) - 2014

thereby suggests that firms’ online marketing strategies, such as media planning, must adjust with the product life cycle. …

Persistent link: https://www.econbiz.de/10010729319

Potentiel relationnel et impact du site de marque sur la performance marketing

Volle, Pierre; Florès, Laurent - Université Paris-Dauphine (Paris IX) - 2005

Based on 102 online surveys accounting for more than 3 million interviews, we show that websites are powerful purchase intent and brand builders and represent a strong opportunity to enhance customer relationships through “conversation” with the brand's best customers.

Persistent link: https://www.econbiz.de/10011072548

Marketing Digital

Chaffey, Dave; Ellis-Chadwick, Fiona; Isaac, Henri; … - Université Paris-Dauphine (Paris IX) - 2014

Véritable best-seller dans sa version originale, ce livre est un guide complet sur le marketing digital. Fondé sur les … opportunités offertes par le marketing digital tout en minimisant les risques associés. Parmi les sujets développés : • La … conception d'une stratégie marketing adaptée • Internet et le mix marketing • Les technologies pour un marketing relationnel …

Persistent link: https://www.econbiz.de/10011096666

Exploring and Predicting Online Collective Action on Patients' Virtual Communities: A Multi-method Investigation in France

Laubie, Raphaëlle; Elie-dit-Cosaque, Christophe - Université Paris-Dauphine (Paris IX) - 2012

Virtual patients’ communities are developing on the Internet. These communities allow frequent interactions among patients, who can share health-related information within an interactive environment. However, we know very little about what determines patients’ online collective action on Web...

Persistent link: https://www.econbiz.de/10011072240

Le lien entre satisfaction et fidélité du consommateur dans le secteur de l'habillement : impact de l'usage des marques et des soldes

Cloonan, Caroline - Université Paris-Dauphine (Paris IX) - 2014

Within the behavioral research in sales promotion, the product and brand usage is almost never taken into account by researchers, in spite of its relevance as a mediating variable between sales promotion and satisfaction or loyalty. This research, applied to clothing, aims at studying the direct...

Persistent link: https://www.econbiz.de/10011228197

Sustainable development, a new source of inspiration for marketing innovation? Focus on five major trends and one innovative project in customer relationship marketing

Le Boulch, Gaël; Oudghiri, Rémy - Université Paris-Dauphine (Paris IX) - 2013

Persistent link: https://www.econbiz.de/10011199622

The manufacturing of markets: legal, political and economic dynamics

Brousseau, Eric; Glachant, Jean-Michel - Université Paris-Dauphine (Paris IX) - 2014

Different types of markets exist throughout the world but how are they created? In this book, an interdisciplinary team of authors provide an evolutionary vision of how markets are designed and shaped. Drawing on a series of case studies, they show that markets are far from perfect and natural...

Persistent link: https://www.econbiz.de/10010790037

The dimensions of marketing knowledge- an exploratory study

Kalika, Michel - Université Paris-Dauphine (Paris IX) - 1999

Persistent link: https://www.econbiz.de/10010861451

Le choix d'un magasin: qu'est-ce qui fait courir les consommateurs?

Kalika, Michel - Université Paris-Dauphine (Paris IX) - 1984

Persistent link: https://www.econbiz.de/10010861492

Les dimensions de la connaissance marketing : une étude exploratoire en vue de la définition d'un système d'accréditation des compétences

Gauzente, Claire; Kalika, Michel - Université Paris-Dauphine (Paris IX) - 1999

Persistent link: https://www.econbiz.de/10010861530

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