This doctoral research defines and explores the first memorable encounter between a consumer and a brand. The present research relies on two theoretical roots: multidisciplinary research works about the first encounter, as well as research from the consumer-brand relationship paradigm. Then,...

This doctoral research deals with Participative Operations (PO). They consist for brands in inviting consumers, either to choose new products, feature in advertisements or help develop a new product or slogan; everyone can participate and see others’ participations. Even though PO are popular...

Véritable best-seller dans sa version originale, ce livre est un guide complet sur le marketing digital. Fondé sur les dernières recherches académiques et les meilleures pratiques professionnelles, il permet d'appréhender et d'exploiter les opportunités offertes par le marketing digital...

Marketing has been given a strong interface and connection role within the literature, creating the assumption of a naturally “open” marketing. However, specifically, the opening of the marketing organization is not so obvious. In a theoretical paper, Day (2011) introduces the Open Marketing...

Cet ouvrage analyse les enjeux de la relation client selon les diverses fonctions de l'entreprise et propose des outils pour mettre en œuvre des stratégies clients adaptées. Les auteurs s'intéressent tour à tour aux différentes stratégies, des plus classiques (programmes de fidélisation)...

This qualitative study is the first to confirm the validity of immersion as a relevant concept to capture the essence of online commercial experiences. Our study also highlights the specificities of immersive experiences engendered by virtual reality applications available on commercial web...