Liberté et Marketing

Notion de liberté en statistique mathématique

Gestion et analyse personnalisées des demandes marketing. Cas de LCL-Le Crédit Lyonnais

In order to meet users’ needs, it is crucial to take into account their preferences, their profile, etc. ; in other words, "personalizing" the system. Through a collaboration with LCL-Le Crédit Lyonnais on the management and analysis of requests for local marketing, we were led to implement tools for personalization. First we proposed a solution for personalizing the management of these request...

Marketing trends impede conceptual integration in psychology courses: Comment on Gurung et al. (2016).

A recent American Psychologist article on teaching (Gurung et al., 2016) stressed the importance of fostering integration across topic areas. A current trend in publishing and marketing of textbooks is creating pressure that makes this goal harder to implement. The trend is offering custom tailoring of online texts by adopters, letting instructors assign some sections and make other sections un...

Mobile Marketing: From Marketing Strategy to Mobile Marketing Campaign Implementation

Over the past few years, mobile marketing has generated an increasing interest among academics and practitioners. While numerous studies have provided important insights into the mobile marketing, our understanding of this topic of growing interest and importance remains deficient. Therefore, the objective of this article is to provide a comprehensive framework intended to guide research effort...

From Physical Marketing to Web Marketing: The Web-Marketing Mix

Reviews the criticism on the 4P Marketing Mix framework as the basis of traditional and virtual marketing planning. Argues that the customary marketing management approach, based on the popular Marketing Mix 4Ps paradigm, is inadequate in the case of virtual marketing. Identifies two main limitations of the Marketing Mix when applied in online environments namely the role of the Ps in a virtual...