Principalement sous forme de bannières, la communication sur Internet offre des possibilités de communication attractives mais ne représente encore qu’une très faible partie des investissements publicitaires tous média considérés. La mesure de l’audience et sa qualification sont...

Mainly based on banners, online communication is very attractive but consists in a small part of overall advertisement investments. Audience measurement and its qualification are primordial for both sites which want to measure their traffic and performance, and also for announcers who want to...

The design and topology of a neural network is still an important and difficult task. To solve the problems of topology posed by the introduction of connexionism, new approaches are proposed, and especially a combination of induction rules with a statistical estimation of the neuron coefficients...

Signaling effect of a promotional price reduction: concept and experimentation Abstract Sales promotion has often positive effects on short term demand effects due to the benefits provided and to the signaling effect of the communication. If information is missing (regular price, price...

The arrival in France of the euro in 2002, and the withdrawal of the franc, have been anticipated within many companies in all operational areas (payroll, billing and accounting for example). As far as price policy is concerned, the company must determine, beyond the compulsory legal conversion,...

La communication présente les principales applications de réseaux de neurones en marketing

In the article, we want to study existence and valence of the signal given by a promotional communication, usually associated with a price discount. An individual utility model is used to analyze data from a Gabor & Granger price study. Results show that promotion signal increase price...

Often reduced to a price reduction, sales promotion is very often presented as a commercial technique with damaging effect on brand value. We propose a broader view of this question and first explain why sales promotion can increase price elasticity and so reduce profitbility associated with...