MARKETING

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CONSUME IN A GLOBAL & DIGITAL ENVIRONMENT

The new economy has led companies to rethink their marketing strategies in order to best reach the constantly changing consumer. Consequently, observing and studying consumer behavior allows researchers and companies to better identify their expectations and respond to them in a relevant way, in order to provide them with a high added value experience.

The work carried out in this field takes into account both the points of sale, the technologies used and more generally the marketing approach to be adopted. They relate to multiple approaches to consumption, whether at the level of the sales atmosphere (work on e-commerce and online shopping, as well as on the emotions felt during the lived experience, personalization and customization), at the level of the product (monastic, tourist product, or financial service) or even at the level of technological devices (Internet of Things, smartphones).

The work carried out notably integrates the experiential and emotional dimension of consumption and marketing. In line with the overall theme of the laboratory, some work also focuses on the entrepreneurial dimension of marketing.

MEMBRES DU PÔLE DE RECHERCHE MARKETING

  • Dr. Ahlem Abidi Barthe
  • Dr. Byung-Joon Choi
  • Dr. Souheila Kaabachi
  • Dr. Marie-Catherine Paquier
  • Dr. Martine Deparis
Updated 8 February 2022