La construction d'une échelle de mesure du sentiment de " chez-soi " est entreprise. La revue de littérature et les premiers résultats empiriques sont présentés ici. Trois terrains qualitatifs, l'intervention d'experts académiques et professionnels puis deux terrains quantitatifs...

<em>A Dual Approach to Experiential Marketing: Entertainment and Reinforcement</em> - Based on two case studies stemming from two continents (America and Europe) and from two different sports (horse racing and tennis tournament), this paper puts to light the twin track strategy companies are implementing...

Le marketing non conventionnel représente un ensemble d’approches alternatives tendant à renouveler la communication des entreprises et des organisations. Dans cet ensemble, les actions dites de street marketing semblent particulièrement adaptées pour toucher une cible précise des...

Management science is based on the idea of an economic agent who seeks to maximise his personal interest, i.e. the so-called homo economicus. The bodies of academic literature of finance and marketing rely mainly on this fundamental hypothesis. However, recent developments during the last decade...

Au-delà des réflexions sur le management à la japonaise , peut-on considérer qu'il y a un management asiatique, ou au contraire doit-on parler d'approches différenciées, peut- on en tirer certaines leçons? Telle est la problématique de cet article qui résulte de la session de 1992 du...

In marketing and consumer research, consumers have been increasingly theorised as producers. However, these theorisations do not take all facets of consumers’ productive role into account. This paper mobilises both post-Marxist economics and post-Maussian socio-economics to develop the concept...

A major decision for a company selling projects-to-order is to decide whether to bid or not on a specific project. Bidding for a project, usually through a competitive bidding process, involves both a huge expense in preparing the answer to the bid and an important mobilisation of resources that...

Over the past twenty years, relationship marketing has represented a renaissance in marketing and even a paradigmatic change according to some. The shift has had uncertain effects, however, and its applications have faced some serious challenges. Questions are being asked about the future of...