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Depuis un peu plus d'une décennie, le marketing politique est devenu un champ d'étude fructueux en science politique et en marketing (Henneberg, 2008: 155). Toutefois, les concepts et techniques du marketing politique ont surtout été appliqués au domaine électoral et aux partis politiques. Par conséquent, les recherches portant sur l'utilisation du marketing politique par d'autres acteurs du monde politique ont été négligées (McGrath, 2006: 106). Pourtant, la spectaculaire multiplication des groupes d'intérêt en Amérique (Associations Canada, 2008; Baumgartner 8i Leech, 1998; Berry & Wilcox 2007; Berry 1999), incluant la province de Québec (Associations Québec, 2008), amène à considérer les groupes au coeur des mutations qui affectent les pratiques démocratiques actuelles (Hudon, 2009: 255). Ce mémoire porte sur l'utilisation du marketing politique par les groupes d'intérêt …

Le marketing expérientiel est un type de commercialisation qui s'axe sur l’expérience sensorielle, émotionnelle et symbolique d’un.e client.e avec une marque. Il s’intéresse spécifiquement aux produits culturels, d’où les films. Dans le cadre de notre projet, nous choisissons d’étudier ce type de marketing dans le marché du cinéma spécifiquement. Cette industrie fait face notamment à un gros changement. D’un côté, elle subit une monopolisation du marché et de l’autre côté, un manque d’intérêt de l’audience. En partant du constat que peu d’études ont été entreprises sur le marketing d’expérience dans le domaine du cinéma, nous formulons notre problématique comme suit : comment ce type de marketing peut aider l’industrie des films à évoluer ? L’objectif de notre mémoire est donc de comprendre comment le marketing …

Transaction costs and incomplete contracts convention theories propose different interesting conceptualizations of exchanges but are often considered incomplete. The social contract theory is an interesting alternative proposed by Ian Macneil that is now widely used in management. This theory has emerged over time as a key character to a better understanding and analysis of relationships and their governance, particularly for customer/supplier relationships. It helps to better understand these relationships and thus offer businesses the opportunity to enhance their relationships with their customers but also internal relationships. If the social contract theory calls into question the whole idea that a relationship can be fully described, anticipated, formalized or contractualized, it also provides a framework to categorize and analyze the different dimensions and facets of a relationship. This research aims at clarifying how contractual norms can complement and extend the classical theories of exchange. According to this framework, all interactions are then genuinely apprehended in a relational and holistic approach. Two studies (one in marketing and the other in organisational finance) on the relationships between SMEs and their banks are proposed in order to illustrate the framework relevance. Results show the relevance of the social contract theory in business management, especially as a framework for understanding the governance mechanisms of SME-bank relationships. The role of relationship management is also highlighted as being important in creating value. The operational advantage of Macneil's framework is therefore demonstrated.

Keywords: Macneil, Contrat social, Banque, PME, Échange, Relation, Transaction, Macneil, Social contract, Bank, SME, Exchange, Relationship, Transaction, Macneil, Contrato social, Banco, PYME, Intercambio, Relación, Transacción

The advantage of our analysis of the territorial image projected by the citizens of Rennes is that it focuses on a territory pursuing unusual objectives. While Rennes is both dynamic, in good health demographically, and deemed to be a pleasant place to live, it projects an official image as extensively as a city in crisis. The primary focus of its extra-territorial image is local; from a European perspective, this image is confronted with performativity. In the search for a global image, bolstered by the interplay of solely public actors, the metropolization of Rennes is sustained by recourse to public initiatives. But is metropolitan governance concerning questions of image really making headway? Is it not detrimental to cooperation with other territories? Symbolically, even though Rennes appears to be following the trend of the urban market through the construction of ideologies fuelled by the spirit of the times, it still strives to assume a trailblazing role in the extension of its image as an innovative city.

Keywords: Image de la ville, Rennes, métropolisation, promotion territoriale, jeux d'acteurs, City image, Rennes, metropolitization, territorial promotion, actor interplay, Imagen de la ciudad, Rennes, metropolización, promoción territorial, juego de protagonistas

This research investigates the motivations of counterfeit luxury consumption in the Gulf Cooperation Council (GCC) countries. Using a Means-End Chain approach, this research uncovers four dominant motivational patterns and complexities that drive affluent GCC consumers to purchase counterfeit luxury products: Value-Consciousness, Belonging, Hedonism and Self-esteem. Luxury brands and policy makers could use these main hidden final values to gain a holistic understanding of consumer motivations and develop stronger anti-counterfeiting strategies to discourage counterfeit consumption.

Keywords: Counterfeiting, Luxury brand, Means-End Chain, GCC consumers, contrefaçon, marque de luxe, chaînages cognitifs, consommateurs du CCG, falsificación, marca de lujo, cadenas Medio-Fin, consumidores CCG

Using a stakeholder approach, this research challenges the sustainability claim of the sharing economy practice of peer-to-peer rental. The discourses are compared using Natural Language Processing in relation to different French stakeholders (public institutions, press, platforms, consumers). Divergences emerge around the issue of sustainability and ownership. At the macro and meso levels, the discourse is centered on a neoliberal, economic approach to the phenomenon. Sustainability is scarcely mentioned, and greater emphasis is placed on economic benefits and gains for the individual. While ownership is also neglected at the macro-meso level, the discourse at the micro level shows a willingness to consume differently (depending on the product category and individual status), while still giving a central role to ownership.

Keywords: access, ownership, P2P rental, stakeholders, macro-meso-micro scale, sustainability, Accès, possession, Location P2P, Parties Prenantes, Echelles macro-meso-micro, Responsabilité (Durabilité), acceso, propiedad, alquiler P2P, actores, macro-meso-microescala, sostenibilidad

To reach and influence an audience, the advertising translator must master the art and science of advertising copywriting, especially since the advertisement's target audience and communication context might differ significantly from those of the source advertisement. As the cultural agent of an advertiser, the translator determines how every textual and paratextual component of the advertisement will undermine the communication process and make the required adjustments. To achieve this, the translator must do a double reading of the source ad in order to understand each communicatory issue and subsequently guide his process. First, the analytic reading corresponds to a rational decoding of the message, influenced by the translator's knowledge and skills in advertising copywriting as well as his work environment, the available resources and the communication context. Secondly, the empathetic reading allows the translator to understand how the source text works from the emotional viewpoint and ultimately to recreate the desired effect, taking into account the identity of the target audience as well as the cultural aspects and the objective of the communication. This paper argues that these two readings, respectively rational and emotional, are essential to the equally rational and creative activity that is the adaptation of advertisements.

Keywords: traduction publicitaire, lecture, adaptation, empathie, marketing, advertising translation, reading, adaptation, empathy, marketing