Documents found
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351.More information
L’objectif de ce mémoire est double. D’une part, il vise à proposer un cadre d’analyse novateur permettant d’étendre le modèle du marketing politique, traditionnellement limité au cas des partis politiques, en l’appliquant aux stratégies de recrutement (en amont) et de lobbying (en aval) des groupes d’intérêt. D’autre part, il a pour but de donner un nouveau souffle à l’étude des groupes d’intérêt en tant que sous-champ de la science politique en situant leur action dans une perspective dynamique et stratégique. De façon plus spécifique, cette recherche vise à évaluer, à l’aide de deux hypothèses, le degré de déploiement global de l’approche marketing chez les groupes d’intérêt au Québec et à comparer son niveau de pénétration spécifique au sein des différentes organisations. La première hypothèse avance …
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353.More information
Keywords: Médecine, santé, tourisme, risque, classification
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355.More information
Connected retail requires a digital transformation that challenges the business models of brick-and-mortar retailers. We conducted a longitudinal case study with the Société des Alcools du Québec, one of the first historic retailers in the Canadian province to engage in the process. This study reveals the mechanisms underlying the channel integration associated with customer experience management, both at the strategic and operational levels. Our results highlight a holistic four-phase scenario that describes business model transitions in terms of strategic priorities, value propositions, resources and competencies, organizational adjustments, and performance evaluations.
Keywords: transformation numérique, modèle d'affaires, gestion de l'expérience client omnicanal, détaillants physiques, étude longitudinale de cas enchâssés, digital transformation, business model, omnichannel customer experience management, brick-and-mortar retailing, longitudinal embedded case study, transformación digital, modelo de negocio, gestión omnicanal de la experiencia del cliente, comercio minorista físico, estudio de caso longitudinal
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357.More information
AbstractThe Aroma of the Commodity The Commercialization of SmellThis essay traces how the relationship of North Americans to their bodies has come to be mediated by various toiletry products (soap, déodorant, mouthwash) which promise to shield the consumer subject from social rejection by eliminating or suppressing unwanted body odours. The authors go on to describe the history and analyze the range of ideal olfactory identities currently available for adoption by the consumer subject through the purchase of perfumes or colognes. There follows a discussion of the growing use of scents to enhance the consumer appeal or " aura " of manufactured products. The article concludes with a brief examination of how a single, American-style regime of olfactory values is spreading around the world, but also shows how this regime is undergoing changes and has encountered résistance in various quarters.
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358.More information
Keywords: sociologie, emballage, tourisme, marketing, attachement
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359.More information
AbstractA study of the translation of advertising material cannot be restricted to the analysis of language transfer, as the effectiveness of advertisements is contingent upon the successful linkage of (audio)visual elements, media of dissemination and written text. This paper analyses the cross-cultural dissemination of advertisements for the video-game industry, examining commercial arguments from a linguistic and cultural perspective. It is posited here that, in spite of their apparent disparity, the disciplines of translation theory and marketing interface to a large extent in the context of cross-cultural advertising. In the global marketplace, multinationals are faced with the choice to either internationalize or localize the promotion of their products, an issue that mirrors the long-standing debate on naturalising (or domesticating) vs. foreignizing translation strategies. The conclusion reached is that the cross-cultural dissemination of advertising material is best served by adopting an instrumental approach to translation, as described by Nord (1989).
Keywords: internationalization, localization, cross-cultural communication, videogames
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360.More information
Keywords: signalétique, office de tourisme, marketing territorial, mise en exposition, sémiotique