Marketing has been criticized for its lack of accountability, which is qualified by a misalignment with strategic objectives. Most of the researches propose that marketing accountability must be reinforced with more performance measures. In this doctoral thesis, we employ a different approach in...

Purpose – Brand management systems (BMSs) are of prime importance for brands to monitor effective brand management and enhance firms' performance. The existing scales take various conceptual bases and sometimes eliminate some dimensions, depending on the sector of activity. Based on praxis and...

Brand management contributions to performance are regularly questioned by CEOs. A few studies tried to assess the impact of brand management systems (BMSs) upon brand performance while there are still issues about the reliability and validity of the scale across business sectors. This study...

Second tome issu des premiers Etats Généraux du Management organisés au Sénat en octobre 2008. Des thématiques importantes pour l'avenir des entreprises françaises : les pôles de compétitivité, le secteur public, la culture du résultat, les normes dans les organisations, les...

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L'ouvrage présente des méthodes qualitatives et quantitatives de recherche marketing, de la conception du processus aux études exploratoires et à la collecte d'information par enquête, en passant par la mesure par questionnaire et la description des données. Restitue les méthodes...

The relational approach is often presented as a strategy to retain customers, but can also be an appropriate approach to encourage consumers to complain, as a literature review shows it. Using information contained in complaints and giving right answers (distributive, procedural and...

Light intensity and thermal conditions have energy savings implications. Based on environmental psychology, ergonomics and in-store environment research, this study analyzes the direct and interaction effects of lighting and perceived temperature on store evaluations. Three evaluative dimensions...