Based on 102 online surveys accounting for more than 3 million interviews, we show that websites are powerful purchase intent and brand builders and represent a strong opportunity to enhance customer relationships through “conversation” with the brand's best customers.

Comment choisir et instaurer une relation ? Comment adapter l'organisation pour mettre en oeuvre la stratégie retenue ? Comment analyser les nombreuses données client collectées pour prendre les meilleures décisions ? Quels outils utiliser pour soutenir la stratégie relationnelle ? Gestion...

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...

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)...

Perception that the client has of his own brand loyalty has not been addressed in the marketing literature. This research attempts to overcome this limit in four ways: (1) demonstrating that customer’s perceived loyalty can be approached through Self-Categorization as brand Loyal (SCL)...