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Ce mémoire présente une comparaison internationale d'un modèle américain de calcul des dépenses marketing et publicitaire appelé: ADVISOR (ADVertising Industrial product: Study of Operating Relationship (Lilien; 1973, 1976,1984. Cette étude compare les résultats d'un échantillon de 45 produits provenant de 33 entreprises industrielles à travers le Québec avec ceux de l'échantillon américaine et européen d'ADVISOR. L'objectif de cette étude est de fournir un support décisionnel aux gestionnaires. Les résultats de notre étude convergent avec celles réalisées aux États-Unis et en Europe. Les coefficients de régression ainsi que les prédictions budgétaires dans l'étude d'ADVISOR-QUEBEC sont de même ordre de grandeur que ceux d'ADVISOR-USA et d'ADVISOR-EUROPE. Ces résultats suggèrent ainsi une uniformité dans les pratiques de gestion des responsables marketing face à l'élaboration budgétaire. Par ailleurs, nos …

La publicité et le marketing, autrefois connus comme étant des moyens pour les entreprises de faire connaître leurs produits aux consommateurs, sont sournoisement devenus des armes de consommation massives ciblant le consommateur au meilleur moment pour modifier son comportement d’achat. Grâce aux technologies émergentes, comme l’intelligence artificielle, et à la multiplication des moyens pour recueillir massivement des informations sur le consommateur, les entreprises ont su créer une nouvelle forme de marketing : le marketing intelligent. Cette nouvelle méthode qui couple les données massives aux nouvelles techniques d’apprentissage machine permet aux commerçants d’en connaître plus sur le consommateur qu’il n’en connaît sur lui-même. Armées de nouvelles techniques issues de l’intelligence artificielle, les entreprises sont en mesure de cibler de manière précise les consommateurs afin de personnaliser …

SummaryIn Quebec, the deployment of neoliberal social regulation is accompanied by a growth in the number of charitable organizations and the interpenetration of social policy and charitable practices. This rebirth of charity is intimately related to the transformation of its institutional form. The process of institutionalizing of charity during modernity, at once an ideological and a judicial dynamic, culminated in the 19th century with the introduction of a system of charitable social assistance which conformed to the principles of the liberal ethic. Though the rebirth of charity rests on this institutional heritage, its current evolution is guided by decidedly "postmodern" determinations. The ideological and judicial dimensions of modern charity are based on the "communication" practices of a type of charity which has become a financing technique rather than either an ethical ideal or a political project. The rebirth of charity has resulted in the emergence of a gift market that reduces the charitable act to a transaction circumscribed by marketing and social rights viewed as "insolvent" social needs.

Keywords: charité, philanthropie, politique sociale, institution, organisation, communication, don, néolibéralisme, libéralisme, charity, philanthropy, social policy, institution, organization, communication, gift, neoliberalism, liberalism, caridad, filantropía, política social, institución, organización, comunicación, don, dádiva, neoliberalismo, liberalismo

We will present a study on the success of first-year university students taking an introductory marketing class between Summer 2008 and Winter 2009 semesters. Our study tracked 373 first-year undergraduate students that had the same professor for these two semesters. Results of comparative studies examining online or in-class teaching demonstrate there is no difference between both methods. The results of our findings show there are no significant results between both samples. However, students who evaluated in-class courses, reacted more favorably than their online counterparts.

Keywords: Réussite, cours en ligne, cours en classe, comparaison des modes d'enseignement, marketing, Academic performance, online, face-to-face, learning mode comparison, marketing

Based upon a unique empirical study on diversity in UK publishing involving over 110 interviews with publishers, this paper explores the obstacles facing authors of colour. While the underrepresentation of authors from minoritized backgrounds is generally seen as a problem of acquisition, we identify what political economist Nicholas Garnham calls the “cultural distribution” stage as the most critical for authors of colour. Specifically, we demonstrate how racialized assumptions about audiences as articulated and mobilized by people working in promotion, sales, and retail impede the progress of these authors. We argue that racial inequalities in publishing are a product of how racially and ethnically minoritized audiences are undervalued, culturally as well as economically. Adopting a postcolonial cultural economy approach, we identify the areas where antiracist activism needs to be focused in order to address racial inequalities in publishing in a more impactful way.

Keywords: Diversity, racial inequalities, racism, marketing, book selling, Diversité, inégalités raciales, racisme, marketing, vente de livres

AbstractOne of the most important issues addressed in research on international business is why certain companies export more than others. A frequent explanation in the literature is the different perceptions that company directors and managers have of obstacles or barriers to exporting.In that respect, in the last 30 years, the literature on internationalisation has studied export barriers without establishing a common classification, and with no homogeneity in terms of the number or types of existing barriers and their relative importance, nor a uniform approach to identify the most important barriers, the different types of barriers, or a scale in which they could be included. Therefore, we consider that there is a gap in research on exporting and that it is necessary to establish a scale of exporting barriers that can be extrapolated to other studies of internationalisation.Therefore, this paper seeks to review the main theoretical and empirical studies on export barriers to propose an integrative classification of such barriers, and to perform an empirical comparison of their perception so that the classification can be universally accepted and used in future studies on exports.Using a population of 2,590 companies (478 responses) and structural equations, we confirmed the four proposed dimensions or factors of export barriers, namely, knowledge, resources, procedure and exogenous barriers. The conclusions of this study offer a number of academic implications and contributions.

Keywords: Exportation, Barrières, PME, Équations structurelles, Espagne

AbstractThis contribution is concerned with the decoding of advertising messages and the question of whether and how such messages are received by members of other cultures. The answers to these questions are important when considering the role of the translator in adapting global campaigns. Most advertisers concentrate on avoiding linguistic pitfalls when adapting advertisements for new markets, but in any advertisement, consumers are primarily attracted by visual elements. It can be said that an advertisement's potential for triggering a train of connotations in the consumers' minds is the most important aspect of advertisement design. According to Barthes, images are polysemous, but it is not clear whether all connotations are accessible to viewers in different cultures. The visual in advertising exploits the original and the stereotypical – novelty attracts attention, while the stereotypical serves as a reference to established knowledge. The main design options discussed are layout and directionality, as well as the choice of subject, which also allows a range of visual rhetorical options to be encoded. Decoding depends on practical, cultural and aesthetic knowledge. The challenge to the translator lies in assessing whether the choices made in the original advertisement and its connotation potential can be transferred to a new language market with different cultural practices. The analysis draws on the semiotics of Barthes, and presents more recent approaches from cultural studies. It is illustrated by examples of the strategies adopted for global advertising campaigns by companies operating world-wide and includes a case study on advertising in China.

Keywords: advertising, China, cross-cultural strategies, lifestyle marketing, visual design

This paper examines the influence that student perceived quality of service (PSQ) has on continuance intention and willingness to recommend a course in a fully online university. A holistic view of the service provided by the university is taken. It is not only the effect of the teaching which is examined, but also that of the administrative services, the additional services, and the virtual learning environment (user interface). Through a survey completed by 1,870 students and the subsequent analysis using structural equations, we found that each of these services has a significant impact on the students' PSQ, their level of satisfaction, and, as a result, their loyalty and willingness to recommend the university. The study found that the perceived quality of the administrative services can have a comparatively higher impact on student satisfaction than the other services. PSQ is shown to have also a direct impact on student loyalty and recommendations. Moreover, as a whole, non-teaching services have a greater impact on loyalty and willingness to recommend than teaching service. The peculiarities of the process of providing educational services in a virtual environment (such as the absence of face-to-face interaction between student and teacher and the lack of conventional tangible elements which act as benchmarks for quality of service) are well-known. The relationship established in the literature between the constructs of service quality, satisfaction, loyalty, and willingness to recommend the service in an offline environment can also be seen in this context. The interconnection of factors proves to be more complex and interrelated than has been accounted for as yet in the scholarly literature. The findings of the survey are relevant to system concerns related to quality management and sustainability, both of which are increasingly important in today’s competitive educational postsecondary environment.

Keywords: loyalty, service quality, satisfaction, e-learning

Keywords: Méthodologie de la théorisation enracinée (MTE), marketing social, évaluation formative, sécurité routière, jeunes conducteurs