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Qu'est-ce que la génération Z, quelles sont ses particularités ?Quels comportements adopte-t-elle dans la sphère sociétale et plus particulièrement dans la société de consommation ?Comment ces comportements se traduisent-ils dans la sphère professionnelle ?Comment l'entreprise peut-elle répondre aux aspirations de cette nouvelle génération ?Cet ouvrage décrypte le comportement et les particularités de la génération Z, porteuse d'une révolution à l'intérieur même de la société. Il présente en quoi les nouveaux modes de consommation propres aux Z sont des clés pour leurs futurs managers en entreprise.Résolument opérationnel, cet ouvrage s'appuie sur une étude menée auprès de plus de 2 300 jeunes sur leur perception de l'entreprise de demain, ainsi que sur de nombreux cas, enquêtes, témoignages, interviews d'experts et de dirigeants d'entreprise.

Consumer behavior. --- Young consumers.

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More and more executives and companies are using the phrase "Customer Value." Yet its understanding in main stream management is hazy. The word "value" is overused and under understood. Chris Ross, the pharma industry writer, has suggested that "There's a strong argument for changing the term 'marketing' and renaming it 'value creation'." Yet most companies try to create value, and fail to do so as well as they could. Why is it this the case? Because executives do not have the tools to implement Customer Value completely to their benefit and the success of their company. This book corrects this in simple steps, defining value and Customer Value, how it builds loyalty, market share, and profitability; and how Customer Value can be measured and created. Fundamentally, value means doing good for others, and this can be done easily and increases the value (worth of your offering). The book suggests easy methods such as building a Customer strategy, breaking silos, bringing all departments into focusing on the Customer, measuring Customer Value Added, instituting a company-wide circle of promises that ensures promises made to Customers are kept, starting Customer-Centric circles, Customer Bill of Rights, using resources such as Total Customer Value Management and quality techniques on Customers, thereby building Customer-centricity and marketplace success.

Marketing. --- Value. --- Consumers --- Research.

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This book discusses advances in the classical methods of consumer science, including qualitative techniques, focus groups and social media, as well as focusing on liking, a fundamental principle of consumer science; consumer segmentation; and the influence of extrinsic product characteristics.

Consumers --- Research --- Methodology. --- Customers (Consumers) --- Shoppers --- Persons --- Consumer behavior

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Together with the development of transformative technologies that epitomize globalization, the ongoing movements of people across borders and other socio-economic pressures are creating a fast-changing business environment that is difficult for business to understand, let alone control. Dominant social expectations that immigrants should seek to adopt an assimilationist socialization path towards the host country’s mainstream are contradicted by minority ethnic group resilience. There is no evidence that these groups naturally disappear within the cultural and behavioural contexts of their adopted countries. Since ethnic minority consumers cannot be expected to assimilate, then they maintain some significant degree of unique ethnicity related consumer characteristics that convert into threats and opportunities for business. The inherent socialisation process also provides opportunities for ethnic entrepreneurship and for proliferation of ethnic minority business. Following from the extensive examination of scholarly perspectives of ethnic marketing theory, there is an acknowledged and marked divide between theoretical exhortations and what is done in practice, a relative oversight of the implications of mixed embedded markets, and a propinquity to overlook the crucial role played by ethnic entrepreneurship and ethnic networks. Opportunity valuations are difficult to enact due to a lack of intelligence about ethnic markets. Variable sentiment about the future of ethnic marketing links to different predictions on how the drivers of globalization will impact on the acculturation paths of ethnic minorities. Keeping a focus on the ethnic group as the unit of analysis, combining ethnic marketing and ethnic entrepreneurship theories provides intelligence about contemporary ethnic marketing and practice perspectives. The ultimate objective is to reduce the theory-practice divide through the development of a collaborative framework between business and scholars that converts into theory-in-use.

Minority consumers. --- Market segmentation. --- Marketing

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Achats bio, boycott, refus de la publicité, éco-villages, véganisme… Multiforme, la consommation engagée fait du marché un lieu de contestation politique contre les excès du capitalisme et de la société d'accumulation. Dès le XVIIIe siècle apparaît l'idée que les citoyens peuvent, en unissant leurs efforts individuels, infléchir les tendances délétères de la société. Depuis, ce mouvement n'a cessé de grandir et d'étendre ses prérogatives. Aux causes de justice sociale se sont désormais ajoutées les luttes contre la dégradation de l'environnement, pour les circuits courts, contre la souffrance animale, pour l'éthique dans les échanges, etc. Critique à la fois contre et dans le marché, avec lequel elle entretient une relation ambiguë, la consommation engagée s'impose aujourd'hui comme un mouvement puissant, capable d'influencer les gouvernements, les législateurs et les acteurs économiques.

Consumption (Economics) --- Consumers --- Social aspects. --- Attitudes.