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Panorama des choix de stratégie marketing contre-productifs, à partir d'exemples d'échecs d'entreprises internationales ayant tenté de diversifier leur offre, ayant adopté une mauvaise politique de communication, ayant mal adapté leur communication à une aire culturelle, etc.

Branding (Marketing) --- Brand loyalty --- Brand choice --- Stratégie de marque --- Fidélité à une marque --- Marques de commerce --- Choix

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"Dans un monde où règne la consommation, les marques sont devenues des symboles : portées par les vedettes du sport et du cinéma, exposées au regard de millions de téléspectateurs, parfois gages de qualité ou indices de prestige, elles ne sont plus seulement des véhicules destinés à la promotion d'objets auréolés par la griffe ou le logo. Elles sont aimées, rejetées, discutées, débattues. Sujettes à des passions, elles incarnent pour certains des valeurs et représentent pour d'autres l'appartenance, le bon goût, voire la réussite. De Nike à Apple, de Marvel à McDonald's, cet ouvrage analyse les appropriations et les détournements des marques par les adolescents qui, lentement, entrent dans le monde de l'hyperconsommation que leur présentent les adultes..." -- P. 4 de la couv.

Teenage consumers --- Young consumers --- Consumer behavior --- Brand loyalty --- Symbolism in advertising --- Trademarks --- Branding (Marketing) --- Advertising and youth --- Adolescents consommateurs --- Jeunes consommateurs --- Consommateurs --- Fidélité à une marque --- Symbolisme dans la publicité --- Marques de commerce --- Stratégie de marque --- Publicité et jeunesse --- Attitudes --- Social aspects --- Comportement --- Aspect social --- Fidélité à une marque --- Symbolisme dans la publicité --- Stratégie de marque --- Publicité et jeunesse --- Teenage consumers - Attitudes --- Young consumers - Attitudes --- Trademarks - Social aspects --- Adolescents consommateurs - Attitudes --- Jeunes consommateurs - Attitudes --- Consommateurs - Comportement --- Marques de commerce - Aspect social

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All Consumers Are Not Created Equal". . .This book. . .will open your eyes to a new marketing concept which may turn out to be of major importance."--David OgilvyAll consumers are NOT created equal. Some are vastly more profitable than others, and the marketers who succeed in an increasingly brand-hostile and technology-driven environment will be those who know how to capitalize on the difference.Differential Marketing is a revolutionary new approach that separates the golden eggs from the goose eggs. It uses cutting-edge but practical technology and practices to build old-fashioned brand loyalty--and old-fashioned profits--by communicating more directly and persuasively with the brand's most valuable customers. And it does so across all disciplines--advertising, sales promotion, and direct marketing.Developed at one of the world's leading marketing communications agencies, Ogilvy & Mather, and proven in the marketplace by clients like Kraft, Unilever, Kimberly-Clark, and Seagram, this breakthrough approach to building stronger brands turns conventional marketing wisdom inside out:True or False? Most of the profits of many brands--even big brands--come from less than ten percent of all households.True or False? A brand's most valuable customers give more of their business to the competition than they do to the brand.True or False? The overwhelming majority of brand volume comes from consumers who don't count or don't care.All are true. And what they add up to is the need for a radical alternative to current mass market communication methods. Differential Marketing is an overarching concept that combines the power of consumer databases, integrated marketing, and one-to-one relationship building to produce double-digit sales increases from high-profit customers.In All Consumers Are Not Created Equal, author Garth Hallberg provides the inside perspective on what makes Differential Marketing so effective. Best of all, he not only serves up a powerful new vision

Bases de données--marketing --- Database marketing --- Direct marketing --- Brand loyalty --- Bases de données --- Marketing direct --- Fidélité à une marque --- Data processing. --- Marketing --- Informatique --- 658.8 --- -658.81.4 --- Direct mail campaigns --- Mail-order business --- Advertising, Direct-mail --- Direct selling --- Brand choice --- Consumer behavior --- Loyalty --- Consumer satisfaction --- Data base marketing --- Marketing. Sales. Selling. Distribution --- Data processing --- Sales. Sales force management. Selling. Salesmen --- Brand loyalty. --- Database marketing. --- Social Sciences and Humanities. Marketing --- Marketing (General) --- Marketing (General). --- 658.8 Marketing. Sales. Selling. Distribution --- Bases de données --- Fidélité à une marque --- 658.81.4 --- Direct marketing - Data processing.