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...

PurposeUsing a classification of benefits and costs of promotional offers (Raghubir et al., 2004) along three routes – economic, informational and affective – this paper aims at evaluating, from the consumer's point of view, the relative perceptual disadvantages of separate-item bundles...

Face à la crise de l'immobilier, la France et les Etats-Unis ont opté pour des stratégies différentes. Celles-ci ont suscité une intervention différenciée des autorités dont les objectifs étaient, pour la France, la stabilité du système économique, pour les Etats-Unis, sa transparence.

While a significant proportion of French people (38%) reports having recovered objects thrown away or deposited on the sidewalk, the objective of this article is to provide a better understanding of how certain practices of gleaning bulky objects (freely decided rather than dictated by...

Though not a recent practise, brand placement in movies has been developing rapidly during the last few years. Does the intrusion of this advertising logic into the film itself consist of a peril or a profit for the seventh art ? Adopting the point of view of the different actors of the movie...

Failure of a new product is sometimes thought as a learning tool. In this article, we give a complementary explanation to this question by focusing on a major step of the learning process : the analysis and the interpretation of failure by the people involved. This research mainly addresses one...