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Originaires d'espaces frontaliers ou membres d'un groupe national sans État, les soldats "d'entre-deux" se trouvent dans un conflit potentiel de loyauté vis-à-vis de leur État souverain, surtout quand celui-ci exige une fidélité exclusive à partir de l'entrée en guerre en 1914. Comment agissent ceux des Empires multinationaux allemand et austro-hongrois au cours de la Première Guerre mondiale ? Leur comportement anticipe-t-il la fondation d'États nationaux en Europe centrale après 1918 ou, au contraire, témoigne-t-il de leur sens du devoir à l'égard de l'autorité légitime ? En étudiant comment s'ordonnent des appartenances multiples dans les ego-documents produits par des soldats de la troupe ou des gradés, cet ouvrage restitue la complexité et l'hétérogénéité des armées centrales, de l'Alsace à la Galicie, en passant par l'Italie. Si la plupart des hommes furent loyaux à leur Empire, cette loyauté reposait sur des conceptions parfois antagonistes, voire des attentes pour l'après-guerre, et leurs témoignages révèlent des expériences particulières de la Grande Guerre - des particularités longtemps tues à l'est de l'Europe et méconnues à l'ouest.

World War, 1914-1918 --- Loyalty --- Guerre mondiale (1914-1918) et société --- Loyauté --- Identité collective --- Patriotism --- Soldiers. --- History

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In an industry characterized by an intense competition due to the diversity of available information sources, especially online, the media are striving to develop new strategies focused on customer relationship management in order to capture new customers and to retain their established customer base. In addition to this competitive environment, customers are becoming more and more demanding and are looking for a more personalized experience and a closer relationship with media brands.
In response to this evolving environment, many companies, media included, have recently considered the integration of a CRM software within their structure. RTL, a leading Belgian French-speaking media, has recently embarked on this strategic reflection of the customer relationship management. The company has started the integration process of a CRM software for its business-to-business activities. However, the project has not been extended to the business-to-consumer activities despite the added value it could generate.
Based on this statement, the objective of this project-thesis is to demonstrate the benefits resulting from the integration of a CRM software for the B2C activities. In order to achieve this project, the development of a digital marketing strategy focused on customer relationship management has been carried out. This strategy is based on customer and employee needs and highlights the different phases necessary to progressively implement the software. Moreover, the strategy defines a methodology to follow in order to offer an omnichannel and a personalized experience to the customers thanks to the integration of this CRM software. Finally, the strategy puts the emphasis on the beneficial experience for employees of a CRM software.
This report also gives a guideline to the company on the future actions that should be taken to ensure the success of the CRM strategy but also to measure the performance of the strategy on a long-term basis.

CRM --- centralization --- personalization --- data --- experience --- loyalty --- customers --- employees --- media --- software --- relationship --- B2C --- relation client --- média --- personnalisation --- données --- loyauté --- Sciences économiques & de gestion > Marketing