des consommateurs, afin de prendre les meilleures décisions marketing. …

Pour optimiser les prises de décision marketing, comprendre les comportements de consommation est un préalable … mettre en lumière : ? les fondements de la discipline : Comment expliquer l'acte de consommation en termes de besoins et de … contextes émotionnels ? Qu'est-ce qu'une consommation expérientielle ? Quel rapport peut-on établir entre satisfaction et …

La société de consommation est marquée par l’hyperchoix. Désormais, le problème du consommateur est de trouver le … enquête en face-à-face auprès de 300 personnes placées dans une situation d’hyperchoix (deux biens de consommation courante …

(e.g., publicity). The effects of paid media on sales have been extensively covered in the marketing literature. The …

Objective – Experiential Marketing may have a positive effect on both the formation of customer value and in the … generation of profits for a company.Methodology/Technique – This study examines the calculation of the Net Marketing Contribution … and 2015. This is contrary to the revenue generated through Experiential Marketing, which continued to increase from year …

Stealth marketing techniques are being driven by a growing criticism of the advertising industry, and are based on the … premise that word of mouth and peer group recommendation are the most effective promotional and marketing tools.This article … discusses stealth marketing methods used by companies to reach consumers without their motives being obvious. The authors feel …

Objective – Literature suggest that companies should focus their Market Orientation (MO) on good marketing and business … result shows that MO does not have a significant impact on Marketing Performance. In the context of MTO, SMEs do not need to …