2023-04-26 22:00:00
Page 1 to 4: Start Pages | Page 5 to 6: Julien Fere – Introduction | Page 9 to 12: Julien Fere – 1.1. Context: Does data sign the end of the study in the consumer chamber? Is another way than the opposition of hot and cold data possible? | Page 15 to 19: Caroline Marti – Thinking regarding the consumer: fiction, influence and escape | Page 21 to 49: Anne Bock – The cliché of the king consumer | Page 50 to 61: Margot Besnier – Analyzing, deconstructing and producing circulating figures: the Parisian woman | Page 62 to 75: Margot Besnier – Going beyond stereotypes, segmentation. The case of the housewife | Page 76 to 87: Julien Fere – Capturing the era of the times: trends an empirical anti-scientific means of knowing the consumer | Page 91 to 93: Julien Fere – 2.1. Context: Intermediation, localization, internationalization, digitalization, do the big “traditional” brands have a future? | Page 95 to 97: Karine Berthelot-Guiet – “The brand, a sign of…”, a recent subject of research | Page 98 to 100: Karine Berthelot-Guiet – A distinctive sign | Page 101 to 113: Julien Fere – The brand pyramid, perspective and critical analysis of a model for building and reading brands | Page 114 to 130: Mélanie Rauscher – Bringing a brand to life: from the intangible to the tangible | Page 131 to 142: Séverine Lèbre – Companies, opinion leaders, general public. Who owns the brands? | Page 145 to 147: Julien Fere – 3.1. Context: automating communication, the myth of transparent communication | Page 149 to 155: Karine Berthelot-Guiet – Dream mastery | Page 157 to 168: Pascal Laroche – Commitment through communication, the case of Coca-Cola | Page 169 to 180: Julien Fere – Integrated communication, fantasy or reality? | Page 181 to 193: Isabelle Bascou – TGV INOUI, reviving an icon through human relations | Page 194 to 210: Anne Bock – When brands invite themselves into communities, the Holy Grail of a disintermediated encounter? | Page 211 to 213: Françoise Serralta – Afterword | Page 214 to 216: The authors.
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