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Quels sont les impacts de la nouvelle communication interactive, liés à Internet, sur le secteur énementiel à travers les salons virtuels ainsi que sur le Marketing-Mix traditionnel?

Quels sont les impacts de la nouvelle communication interactive, liés à Internet, sur le secteur énementiel à travers les salons virtuels ainsi que sur le Marketing-Mix traditionnel?

          
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About the Book

Inhaltsangabe: Introduction: Un moindre coût, l'interactivité, l'omniprésence et l'accès illimité aux informations ainsi que la relation one to one avec le client ou le prospect: tels sont les raisons pour lesquelles la présence sur Internet semble aujourd'hui indispensable pour une entreprise. Mais l'intégration d'Internet dans les différentes dimensions du marketing d'un produit ne doit pas se concevoir comme la simple introduction d'un média supplémentaire. Tous les paramètres du marketing mix se trouvent, en effet, profondément modifiés. Pour la communication événementielle l'Internet a apporté un nouvel outil: les salons en ligne. Ces événements virtuels sont-ils une véritable concurrence pour leurs confrères réels? Sommaire: Préface CHAPITRE 1: L'évolution du Cybermarketing SECTION 1: La naissance d'un nouvel outil de communication: l'Internet4 SECTION 2: Le Marketing Mix traditionnel7 SECTION 3: Le Cybermarketing8 SECTION 4: Le Cybermarché10 §1: B to B ou grand public ?10 §2: Le profil des internautes12 §3: Le positionnement16 §4: La segmentation17 CHAPITRE 2: La communication sur Internet: une question stratégique SECTION 1: La mise en œuvre du cybermarketing18 §1: La sensibilisation18 §2: La réflexion stratégique19 §3: L'analyse tactique22 §4: La mise en œuvre25 §5: Le suivi28 SECTION 2: Les impacts d'Internet sur l'entreprise et son environnement30 §1: La valeur ajoutée d'Internet30 §2: La concurrence32 §3: La globalisation33 SECTION 3: Quelle forme de présence sur Internet ?34 §1: La communication d'entreprises34 §2: La publicité37 CHAPITRE 3: Etude de cas: Les vins de Bordeaux SECTION 1: Définition et analyse des divers acteurs du secteur et ses caractéristiques40 SECTION 2: L'innovation et valeur ajoutée d'une présence sur Internet41 §1: Les éventuels freins43 §2: La cible du cybercommerce des vins44 SECTION 3: Conclusion du troisième chapitre45 CONCLUSION DE LA PREMIERE PARTIE SECTION 1: L'évolution du Marketing Mix traditionnel46 SE


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Product Details
  • ISBN-13: 9783838644271
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: French
  • Returnable: N
  • Spine Width: 7 mm
  • Width: 148 mm
  • ISBN-10: 3838644271
  • Publisher Date: 21 Aug 2001
  • Height: 210 mm
  • No of Pages: 108
  • Series Title: French
  • Weight: 149 gr


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Quels sont les impacts de la nouvelle communication interactive, liés à Internet, sur le secteur énementiel à travers les salons virtuels ainsi que sur le Marketing-Mix traditionnel?
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