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La 4e de couverture indique : "Les marques font partie de nos vies que nous le voulions ou non. Les marques sont présentes parmi nous et nous aident à forger nos identités. Elles nous fournissent matière à parler, à fêter, à s'engager, etc. Elles nous aident aussi à nous évader d'un quotidien qui parfois nous étouffe. Mais, les marques nous font aussi perdre le contact avec le reste, le monde non marqué. Ce constat contrasté doit nous conduire à être plus intelligents face à ce phénomène nouveau. Les marques constituent aujourd'hui une sphère à part de la société qui vient s'entrecroiser avec la sphère privée et la sphère professionnelle pour structurer notre quotidien. Il s'agit de prendre en compte ce fait social pour lire la condition contemporaine sans y adjoindre un jugement de valeur, de façon à en mesurer objectivement l'impact sur nos vies. Dans cet ouvrage, Bernard Cova, aborde de manière très accessible, chacun des faits structurant la vie sociale de la marque à partir d'une analyse ethnosociologique de nombreux cas actuels. Il rend compte de la façon dont les marques existent aujourd'hui dans la société indépendamment de leurs créateurs, les entreprises, au travers de phénomènes tels les verbes de marque (brandverbs) ou encore le volontariat de marque (brand volunteering). Ce livre s'adresse à tous les fanatiques de marque comme aux professionnels de la gestion des marques et à tous ceux qui veulent mieux comprendre la vie sociale d'aujourd'hui."

Marques de commerce - Aspect social --- Stratégie de marque --- Marques de commerce

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Consumer goods Marketing --- Domestic marketing --- Marketing --- Marketing domestique --- Retail marketing --- Retail trade Marketing --- Marketing literature --- Management --- Gestion --- 658.8 --- 658.8 )* MARKETING --- 659.11 )* MARKETING --- detailhandel --- joint venture --- koopgedrag --- marketing --- marketingmix --- prijsbeleid --- prijzen --- 369.1 --- E110631.jpg --- 658.8 Marketing. Sales. Selling. Distribution --- Marketing. Sales. Selling. Distribution

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This book position itself within Experiential Marketing. It differs from its competitors by the way it examines the phenomenon of consumer experience. US competitors consider any consumption experience as necessarily dependent on the acquisition of products and services from the market, this book acknowledges that everyday life is largely comprised of experiences based on elements acquired in other ways (the family, friends, the state). Where its US competitors suggest to companies that they have to build a long series of strong emotions and unforgettable and extraordinary experiences for the consumers, this book highlights the need of letting the consumers construct their experience themselves, instead of pre-planning extraordinary experience for them. This book is less of a 'how to do' text and more comprehensive that its competitors. Experiential marketing is a topic that encapsulates several previous lectures or courses such as 'Store Design', 'Brand Management' (see the notion of Brand Experience) and 'E-marketing' (see the notion of Virtual Experience). We expect this topic to become on a par with Relationship Marketing. Already, CEM (Customer Experience Management) is challenging CRM (Customer Relationship Management). Thus, the number of Experiential Marketing courses could increase in the near future especially as one of the Advanced Marketing Courses. Comprehensive and accessibly written, this text takes an international, although predominantly European approach. Its unique contribution to this emerging subject will be invaluable to all students engaged with customer experience management, relationship marketing and brand management.

Consumer behavior --- Consumers --- Consumption (Economics) --- Identity (Psychology). --- Social aspects. --- Psychology. --- Psychological aspects. --- Identité (Psychologie) --- Identity (Psychology) --- Consommateurs --- Consommation (Économie politique) --- Psychological aspects --- Psychology --- Comportement --- Aspect sociologique --- Aspect psychologique --- Psychologie --- 658.89.013 --- Personal identity --- Consumer demand --- Consumer spending --- Consumerism --- Spending, Consumer --- Behavior, Consumer --- Buyer behavior --- Decision making, Consumer --- Social aspects --- Consumentengedrag. Koopgewoonten. Psychologie van de consument --- Personality --- Self --- Ego (Psychology) --- Individuality --- Demand (Economic theory) --- Human behavior --- Consumer profiling --- Market surveys --- Consumer behavior - Social aspects. --- Consumption (Economics) - Psychological aspects --- Consumers - Psychology --- Consommateurs - Comportement - Aspect sociologique --- Consommation (Économie politique) - Aspect psychologique --- Consommateurs - Psychologie

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Consommateurs --- Marketing --- Cyber-marketing --- Attitude (psychologie) --- Cyber-marketing